The author concentrates on associations as an important cognitive source used to examine specific ethno-cultures. The main object of his research consists of mainly Russian mass media in the last two decades. It is the period marked by an intensive search for spiritual values. As it is shown in the paper, it is possible to create a certain hierarchy of the above mentioned values forming a stable part of Russian culture. Associations function as a really important phenomenon of research. Methodological basis for associative research has been created and defined by the team of Prof. Karaulov and is applicable even in our – Slovak or other Slavonic cultures.