ABSTRACT
Political advertising is constructed by candidates, parties and groups and reconstructed by members of the public in the particular political, social, historical, economic and legal context of the system. This dynamic context consists of many different actors: candidates, opponents, political parties, consultants, interest groups, donors and journalists. Political advertising is no longer confined to broadcast media, but is increasingly resident on the Internet and spread through social media. This new form of delivery means a greater role for individual agency, especially in evaluating political ads and disseminating them across their social networks.
