Authors assume that in the post-Soviet time, political consciousness among the Russians has significantly changed. Causes of this not only include general depoliticization in the society, but also a modified nature of the media influence. The research purpose is to search for reasons that cause booms and falls in the interest of the Russians in politics. The methodological framework of the research included the Verba-Pye model of engagement in politics, Lipset's conclusions about citizens' engagement in political affairs; assumptions from the Lipset- Rokkan model of political preferences of citizens; Scott's concept of imitation of political activism, and Bryant's conclusions about specifics of media influence on public opinion. The empirical basis of the research includes data from sociological and marketing research made by Russian centers for the study of public opinion. As a result of the research, its authors have established that country residents do not mostly show high political engagement and civil activism.