This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book focuses on framing and makes an important distinction between frames in communication and frames in thought and discusses how both types of frames are established and then note the situations under which frames can—and cannot—have an influence on people's opinions. It also focuses on how the media cover war and conflict around the globe, though he pays particular attention to how the American and British press covers those events. The book argues that how election campaigns use social media, how the use of various platforms has changed over time and how the introduction of these new means of communication has had an impact on the voter. It shows that how technological change has enabled campaigns to better target their messages to an intended audience.