The program deals with political communication, political psychology and public opinion, while systematically examining the psychological and political aspects of new media. The media today are a key actor connecting citizens, leaders and political institutions. The aim of the program is to provide a theoretical and practical framework for understanding the interrelationships between media and politics, focusing on psychological aspects of media and politics, political communication in the digital age, public opinion and the impact of media on public opinion, processes of persuasion and change in social and political psychology. The studies include both Israeli contexts and broader comparative international perspectives.

Along with classic topics in political communication and political psychology - such as media personalization of leaders, consumption of communication and attitude change, voter behavior, and non-verbal communication in political arenas - the program also includes current topics such as digital political participation, online protest and mobilization, digital journalism, mapping of social networks, digital campaigns, and psychological and political aspects of new media.

In addition to core theoretical and research courses, the program offers topics and skills that have an applied practical dimension. These include political consulting and advocacy; the marketing and management of political image in digital contexts; building political campaigns; social and political uses of social media; performing and analyzing opinion polls; computerized content analysis; development and construction of coding books; and the principles of writing and production in digital journalism.

The program’s teaching staff are leading scholars of political communication, political psychology, public opinion, and digital political participation, as well as experts in the practical fields of political consulting, digital political marketing and political campaigns. Graduates of the program have been integrated into academic and applied research, government ministries, political strategy teams and institutes, advertising, advocacy, and political and strategic consulting.