Abstract: The paper focuses on the cultural approach to the investigation of political media discourse. The article reviews a number of works related to this sphere and suggests its own understanding of the question under study. First the author proves why the undertaken approach may yield new insightful results. Then the author steadily singles out different constitutive features (technological and manipulative) and sides (syntactic, semantic and pragmatic) of political media discourse the study of which on the whole may contribute to a consistent three-dimensional scheme of the object under consideration