Abstract
Nowadays, politicians operate in an information market. In this context, the media inevitably take on the role of mediator between politician and citizen. Journalists largely determine what content is published, when, how and in what quality and quantity. Parties on the other hand employ various specialists in order to be able to manage their complex tasks in terms of content and communication. Citizens as recipients can choose from an excess of content among which entertainment is an important aspect. Hence, parties are forced to engage in branding and marketing, to adapt to the laws of the mediatised society and to take all semiotic systems into consideration. This is also affecting the language which is used in public political communication. It is reacting to the changing conditions on all levels, because it remains the most important means of achieving the goal of politics: to gain and maintain power.
