Purpose: The article considers traditional media and new communication practices in the modern political media space. Design/Methodology/Approach: Some factors, conditions and principles of their functioning have beenidentified. Some instrumental parameters of the media and ‘new media’ in the context of political communication have been examined. Findings: On the basis of the examination it is suggested that the ‘new media’are currently potentially effective in influencing the audience. Practical Implications: This influence will increase due to the technical convergence of traditional media and ‘new media’. Originality/value: The approaches proposed in the article complement the existing studies on this issue