 Politainment can be both a communication aspect of (1) politicians and spin doctors to their and their party's own advantage and the political adversary's disadvantage or (2) a strategy for news publishers, journalists, etc., to promote their medium and journalistic work.Politainment may be a factor in party identification, mass-influencing voter's choices, it has thus become an indispensable tool in political campaigns and elections.As such it can also be one of the—seemingly innocuous—ingredients of crowd manipulation up to political psychological warfare.