Around the turn of the twentieth century, politicians operated within an increasingly hybrid system of media politics. Media became a mass phenomenon, gained commercial and journalistic independence, and assertively claimed to represent public opinion. This chapter sets the scene by describing this diversifying media environment in which politicians operated. It highlights the technological advances that enabled ‘mass’ media; censorship and freedom of the press; media landscapes including political and religious newspapers, as well as regional, national, and transnational news flows; the commercialization of media; and changing journalistic cultures. These developments interconnected with social changes such as increasing literacy and urbanization; democratization and a bolstered notion of public opinion; and a reflexive modernity. Media became increasingly hybrid in terms of interacting media technologies and formats, political and commercial newspapers, and their social and political functions. This media hybridity defined the new transnational system of media politics that political figures inhabited around 1900.

The chapter provides an introduction to the relationship between politics and semiotics, to Cognitive CDA as a framework for studying politics and semiotics, and to shifts in political performance and media landscapes which demand a multimodal approach to political discourse analysis. It starts by highlighting the symbolic nature of politics and the discursive means by which politics is primarily performed. The historical development of Cognitive CDA is described. The practical aims, theoretical commitments and methodological practices of Cognitive CDA are also discussed. The central position of the media in communicating politics is considered alongside the relationship between political and media institutions. Changes brought about by the advent of the internet and digital social media are discussed with a focus on the new genres of political discourse that have emerged as a result and on the more participatory forms of politics that are potentially afforded. The chapter discusses the rise of right-wing populism that has coincided with changes to the media landscape and the shifts in communicative style by which it is marked.