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The reception of political communication is a highly important aspect of the process of politics. The way in which communication is received, how it is considered by the receiver, and with what impact, are key determinants of understanding how messages are acted upon, and so how support is gained for initiatives and how voter choices are influenced. This important study takes a psychological approach to exploring how audience members receive messages and what cognitive processes may take place. Cognition is explored drawing on theories from the field of communication psychology, applying them to the modern political environment using examples from a wide range of contexts, and a wide range of media, from television to Facebook. The book offers an in-depth and detailed theoretical framework and is the first work to position cognitive psychology at the heart of political communication and make it accessible to as wide an audience as possible.