In the "political tolerance" category, its demographic and economic variables are marked. The reasons of intolerance and aggression demonstration in the Russian mass media are established. The main criteria of tolerance in political mass media discourse are discourse’s creative components reflected in journalistic texts, namely: creativity of an author’s speeches and writings’ characters, identity of an author’s style, ways to attract audience’s interest and attention. The efficiency of the tolerant political mass media discourse realization can be seen in people's perception of politics and their satirical judgment of the political reality. The author of the article draws a conclusion that tolerance level as a sign of quality of social interaction contributes or does not contribute to the development of public relations; it, also, provides platforms for discussions, events articulation and political commenting on the events, gives a great opportunity to represent political positions and forms the public opinion.