Applying G. Lasswell’s model of political communication to the modern development of the communication mechanism reveals new roles and opportunities for political elites. Political actors in modern society pursue the goal of effective management of the state (including civil society), as well as in preserving the legitimacy of the current government. The goal of the paper is to propose how the political elites can use the Internet space to achieve their own political goals to retain power, effectively manage the mass consciousness, give their own actions legitimacy and increase ratings.