Book excerpt: Drawing on range of text genres including novels, poems, health forums, holiday guestbooks, prayers, political songs and news stories, each chapter uses cognitive linguistics to shed light on the meanings and meaning-making processes invoked when we encounter texts belonging to different literary and political genres. The book presents new insights into the workings of textual phenomena such as metaphor, viewpoint and deixis and also sheds light on more elusive, epiphenomenal qualities such as a text's ambience, atmosphere, power, ideology or persuasiveness. It also takes new strides in cognitive text analysis by exploiting experimental and ethnographic methods to empirically investigate readers' reception of, and resistance to, texts.