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Spin is a form of propaganda that involves providing an interpretation of an event or campaign to persuade public opinion in favor or against a certain organization or public figure. Historical example: The term 'spin doctor' became popular during the 1984 U.S. Presidential campaign when advisers to candidates would 'spin' events to the media in a favorable light.

An Echo Chamber is a metaphorical description of a situation in which beliefs are amplified or reinforced by communication and repetition inside a defined system. Historical example: Cable news networks often provide partisan news coverage, which may create echo chambers for certain political viewpoints.

Attack Ads are a type of political advertising known for focusing predominantly on the negative aspects of an opponent or an opposing party, often with the intent of creating doubts among voters. Historical example: The 1964 'Daisy' commercial associated Barry Goldwater with the potential for nuclear war, without directly mentioning his name.

Image Restoration Theory outlines strategies that an individual or company can use to restore its image following a crisis involving public perception. Historical example: Toyota's public relations response to the 2009-2011 vehicle recall crisis by emphasizing their commitment to safety and customers to restore their tarnished image.

Dog Whistle Politics involves the use of coded language that appears normal to the general populace but has specific resonance for a target audience. Historical example: During his 1980 presidential campaign, Ronald Reagan used terms like 'states' rights' near a site of racial conflict, which was seen as a dog whistle to southern conservative voters.

A Trial Balloon is a deliberate leak or announcement of a policy or appointment to determine the public's reaction. It is a test and adapts based on feedback. Historical example: Prior to nominating a Supreme Court justice, U.S. Presidents may leak names of potential nominees to gauge public opinion and the reaction of the Senate.

Astroturfing is the practice of creating an impression of widespread grassroots support for a policy, individual, or product, where little such support exists. It is intended to make a view or movement look more legitimate. Historical example: In the mid-1990s, cigarette manufacturer Philip Morris attempted to astroturf by creating the illusion of a broad-based smoker's rights movement.

Newsjacking is the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success. Politicians often use this strategy to garner attention and articulate their stance. Historical example: Politicians using the economic recession of 2008 to promote their own economic policies during campaigns.

Political Socialization is the process by which people form their ideas about politics and acquire political values. The family, educational system, peer groups, and the mass media all play a role. Historical example: The rise of youth engagement in politics in the 1960s was significantly influenced by the social movements and the media's portrayal of them.

Agenda Setting refers to the ability of the media to influence the importance placed on the topics of the public agenda. If a news item is covered frequently and prominently, the audience will regard the issue as more important. Historical example: During the 1968 U.S. presidential campaign, the media's focus on crime influenced the public perception that crime rates were a significant issue.

Sound Bites involve catchy phrases or sentences designed to capture the essence of a politician's message. They are often designed to be memorable and repeatable. Historical example: Ronald Reagan's 'Mr. Gorbachev, tear down this wall!' from a 1987 speech challenged the Soviet leader and symbolized a policy stance against the USSR.