”Direct lines to Vladimir Putin” are reviewed as a social political technology practiced in contemporary Russia. An umber of its positive functions is revealed: political socialization of citizens, making of a tradition of government-society relationship, mutual informing of both government and population, rising trust to president and maintenance of his positive image. Analyzed are also negative aspects of this technology, namely, manipulative techniques and ideologization of mass consciousness. Such technologies are in author’s opinion contributing to democratization of political system