The article treats of political communication actual problems concerning evolutionary trends in election practice. One of election process tendencies is political personalization, which is expressed in democratic elections in the world. The article’s purpose is to show mass-media role in creating an evolution of this phenomenon. Political personalization is the subject when general attention in election strategy is focused on politician as a person. Political party and a ideological program plays lesser role in election process. The article’s aim is to present political personalization in interpretation of A. Mughan, who leaded interesting analysis on this matter. Mass-media are one of most important reasons stimulating political personalization. Television plays key role in personalization process through influence on political image creating. A. Mughan put also a question concerning institutional factors impact on political personalization, assuming that in parliamentary systems with strong party leadership we can face the “presidentialization of parliamentary elections” phenomenon following American political system.