Psychological swings in mass political mentality of Russian citizens before Presidential elections of 2018

This article analyzes the psychological transformations in Russian society before 2018 Presidential elections in comparison with the previous period. The study was carried out in several Russian regions in October 2017 and had a qualitative-quantitative character. This political-psychological study differs from the standard sociological polls in its' focus on emotional side of the images that enables us to reveal not only rational layer of the image but also to describe the unconscious one. Comparison of rational and unconscious aspects of authorities' and leaders' perception gives grounds for a more precise forecast of electoral behavior. The study undertaken in several Russian regions in October 2017 had two parts. The first part is focused on respondents' images of authorities, their political attitudes, concepts, values and images, as the second part deals with images of those Russian politicians who can take part in presidential elections of 2018. The article comes to a conclusion that while parliamentary elections of 2016 that were evaluated by experts as rather dull, still evoked some public interest, more important Presidential elections up to now were unable to mobilize the society. Political interest even declined and images of all politicians including Putin interest public less than before. Such political apathy and demobilization of society in a situation of serious external threats and attempts of insystem-ic opposition to destabilize the country from inside can cause a low level of turnout as well as general unpreparedness to sharp turns. The article shows that during a last year there was a growth of perception of authorities as ineffective. This evaluation have rowed down the topic of corruption, influence of oligarchs and managerial chaos. Institute of presidency seems still to be the most influential in citizens' eyes (94.3%). Our data have proved that citizens expect from politicians in general and presidential candidates in particular quite particular power motivation. Today voters will support politicians who go into politics not for money, ambitions or power as such but those who do something for people. This demand is clearly articulated these days and demand particular political behavior. In this respect Putin's image is most close to people's expectations (53.7% of those who see this type of motive in him). In general, we have found that that today's demands of the society towards authorities have changed since the previous electoral cycle. Whilst in 2012 the order, stability and struggle against corruption and oligarchs were the main demands to authorities, in 2017 it is the demand of efficacy and professionalism that dominate

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