Klyachin A. Political communication as the factor of transformation of political values.

The object is political communication as the factor of transformation of political values. The aim is to define the essence, mechanism, directions and properties of the political communication's influence on of political values' transformation. The methods are behaviour, historical and genetical, comparative analysis, system approach. The characteristic, principles, the circuit of realization and components of the political communication are established and described. The essence and place of political values in the process of political communication are determined. The opportunity and expediency of application of traditional marketing concept "black box" is proved. The mutual connection of political values and political communication in the process of world's political picture has been established. Influence of the political communication's process on political values' transformation is determined. The list of the basic political values inherent in the Ukrainian society is established and described, the reasons of their formation, an opportunity and directions of transformation are determined. Application sphere is political communication.