The aim of the article is to concretize the concept of political ideology in the aspect of its matrix structure and in the context of the cognitive-evolutionary approach. Based on Michael Frieden's morphological approach to the analysis of ideological consciousness, the concept of cognitive-ideological matrices is introduced, which allows us to describe the process of transition from proto-ideological to ideological concepts proper, especially at the level of individual consciousness. The identification of the ideological concept as the main “gene” of conceptual variability and inheritance made it possible to describe the main parameters of the evolution of political ideologies and associate it with changes taking place at the individual consciousness level. The described concept was tested in a series of sociological studies of youth consciousness conducted in 2015-2016 and 2018-2020. As a result of the study, it was possible to first identify the “zero level” of ideology, at which the minds of young respondents are potentially open to the influence of diverse and often mutually exclusive ideological orientations, and second, to pinpoint the changes that have occurred in the cognitive ideological matrices of Rostov-on-Don students over the past five years. This study was conducted by scientists from the southern Federal University.