In the context of political communication, we study the perception, processing, and the effects of mediated campaigns. In addition, we are interested in the effects of routine reporting (i.e., off-election coverage) on the audience. Specifically, we focus on the cognitive and affective processes that contribute to the reinforcement or change of attitudes. We ask questions such as: what is the role that positive or negative emotions (or specific emotions) play in public opinion formation processes? How do these influences differ between recipients with low vs. high interest or knowledge?