This is a series of well-written, accessible introductions to key areas of Politics courses taught at both A-level/Highers and first-year undergraduate level.Each book is structured in the same way, with each chapter consisting of the following:A short boxed paragraph of introduction, setting out the broad area to be exploredA brief, conclusion summarising what you should have learntA glossary of key termsSample examination questionsHelpful websitesSuggestions for further readingThe emphasis is on responding to student needs by producing up-to-date material written in a user-friendly style.This introduction to the study of political communication covers the following subjects:The evolution of party political communication since 1945The transformation of government communications in the UK under New LabourCurrent academic and political thinking on media influence and effectsRecent developments in British media policyThe first part of the book examines the main elements of party political communication: the communications strategy, constituency and digital campaigning, political advertising and marketing and media management. The second part revisits the key debates in respect of media politics - media power and effects - whilst the third examines UK government policy in the areas of ownership and control. The book also considers contemporaneous developments in the USA and the wider, constitutional implications of political communication in the first decade of the twenty-first century.