This article takes up analysis of the phenomenon of the outbreak of ecological movement in the Baikal region in 2006. The author regards the said movement as mass one, regional, arising at a certain moment bringing political changes in the region. In the author’s opinion, what is involved is change of the design of political process in the region in connection with the return of the masses into politics. But this return has no simple and definite significance. When analyzing this phenomenon, the author proceeds from the notion of collective action as one of possible dimensions of the concept of democracy. The ecological movement itself, its ideology, social composition, format, modes of interaction with business, with the power, with public opinion are closely woven into the context of Russia’s modern political development and are interconnected with its specific features.