Political communication is the creation, sending, receiving and processing of messages that have a significant impact on the political views of politicians, citizens and politics in general.
This impact can be both direct and indirect, its results can be manifested both immediately and over time. One can talk about direct or immediate impact in relation to such types of political activity as calling for participation in elections, asking for support for a particular political course, a proposal to approve and accept, or, conversely, a demand to reject a bill. The indirect impact of messages is manifested in the fact that they can be used to create some «ideal models», «images» of reality and stereotypes that influence the political consciousness and actions of political elites and the mass public.
The creators and senders of messages can be politicians, journalists, representatives of interest groups or individuals who are not related to any organizations at all — in this respect their belonging to any particular social group or institution is not of decisive importance. The same can be said for message recipients. The fundamentally important point here is that the message produces a significant political effect, influencing the consciousness, beliefs and behavior of individuals, groups, institutions and entire communities, as well as the environment in which they exist.