The article is on the political technological resourcing of the electoral campaigns. Given the crisis in the field that is represented by the use of standardized and unoriginal technologies, excessively used administrative pressure, etc. there is the need for new positive technologies. Social responsibility (generally understood) may become one of them. The analysis of its positive potential, its functioning in other spheres of life and a certain social demand for such technologies point to its relevance and prospective viability as a political technology in Russia.
