The article, by a sociologist from Kiev, Natalia Kostenko, consists of two parts. In the first, the author discusses theoretical and methodological aspects proper to the study of the politico-cultural role of modern media, of political press as one of the streams of pre-electoral communication. In the second part of the article, the author analyzes concrete materials published by Ukrainian newspapers of various orientation during the election campaign and thus reveals the contents and hierarchy of value preferences. The conclusion made is that political culture of Ukrainian society goes on moving along the trajectory of conservatism.