The thesis at hand is a completion of our studies in communication at the University of Aalborg. The subject of the thesis is political communication. That is the communication created and published by the politicians and political parties in Denmark. For a long time we have had a profound interest in politics and the effort made by politicians and political parties. Especially all the attempts they make to control their appearances in the media and in the public sphere. Therefore it was an easy choice, when the subject for this thesis was to be made. The subject covers a vast amount of varieties and different types of political communication, and we quickly realized that describing the political communication was a challenging task. Furthermore we did not find much literature that described the political communication, from a communicational perspective. Some writers have described subjects such as Spin and Spin doctors, others the different aspects of modern politics and so the list goes on. Even so we found that the list of articles and essays covering the communicational aspects of political communication was very short. Therefore we took on the challenge of trying to work out a model or a way to describe modern political communication. First of all the subject and the area it covers is huge and therefore we have chosen to focus on the political communication there has been in the media from 2005 up to now. We set up some criteria for the model and the use of the model. • The goal was to create a model that would describe the different contents of any given piece of political communication and thereby make the user of the model able to analyse and divide the political communication into fragments. Then describe the fragments and thereby understand the political communication. • It had to be hybrid in the sense that it should be applicable on different media such as visual and audio. Both on pictures and posters and on movies and commercials. • It could not be normative, in the sense of describing the political communication as good or bad or ethical or unethical. We have chosen to focus our work and effort in the making of a model to describe the political communication in present time. To do that we started out by describing politics and the area in which it takes place. We have taken a sociological foundation in describing this by using John B. Thompson and “media and modernity – a social theory of media”. After that description the next step was to define the different core aspects of communicating. We have been inspired by Jürgen Habermas and “the theory of communicative action”. Then the foundation of the model was made and we began to build our model. We decided that we would work out a prototype of the model based on our theoretical knowledge and then test it on some political communication to be able to evaluate the model. This would generate some hands on experience on the model and its uses and faults. This meant that we could use the generated experience to make it and make it better. We used this method of refining on three different texts and we evaluated and enhanced our model three times. After each test, we enhanced the model with new theories and new tools of analysis. Some theories and tools were found inadequate in the purpose of describing political communication, and therefore removed from the model. The result of our effort is a model able to describe political communication. The model has a variety of tools for analysis such as; Steven Toulmin’s argumentative theory, Greimas’ aktant model, different theories in describing the aspects of film and TV-spots, contextual tools used to understand the communicational context, and tools to understand the communicational structure of the text. Some other resources of inspiration have been Finn Frandsen et al, and their IMK-model for a structural inspiration as well as some essays of Stig Hjarvard in describing the sociology and contextual aspects of communication. We also took interest in the thoughts of Orla Vigsø and Rasmus Jønnson on political communication in comparison to commercials and ads in TV and other media. The final result is a model capable of describing the communication taking place in the political sphere. Through the different steps of the analysis the model describes various aspects of the political communication and its communicational context. The model is a great tool in the efforts of understanding political communication in the year 2007.