Abstract
In Russian society large-scale socio-economic changes are taking place, affecting young people, whose political culture is of great importance for the Russia. Therefore, the study of political culture is an essential task that allows to understand the peculiarities of the development of political preferences of young people. They actively participate in elections. Its value requirements for politicians are constantly transforming. In order to increase electoral support from young people, it is necessary to take into account the latest trends in the development of political culture of young people. The image of a politician in the eyes of young people is shaped by various groups of factors. To predict the success of politicians' actions among young people, the most important factors have been identified, their relevancy has been determined. Using the methods of mathematical statistics, a multiple regression equation has been compiled, which estimates the significance of each of the groups of factors on the image of a politician. Theoretical and empirical studies have led to the conclusion that the patriotic orientation of a politician and the ability to use modern means of communication are the most important qualities of a politician that provide for his popularity among young people.
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