The Political Communication Research Unit studies psychological, linguistic, (new) media, socialization and marketing aspects of political communication. 

Political communication is symbolic and strategic communication in collective mental and group processes. Links in this process of public opinion formation are: the role of political elites (source); their language, symbols, and communication (message); the traditional and new media that are used (channel); the construction of political meaning (audience); and the strategies that are used in this process (effects). It makes sense to study the above components as much as possible in relation to each other and to the process as a whole.