Where We Are and Where We Might Be Headed
This chapter summarizes the key takeaways from the book and the utility of the political communication cycle (PCC) overall. Technological changes and political contexts matter a great deal in the process of political communication change, but nothing is as consequential as the political choices that political actors and organizations make. These behavioral motivations explain much of the difference in innovativeness over time between different types of organizations, like the campaigns, social movements, and interest groups detailed in chapters 5 through 7. The conclusion applies these historical lessons to the current status of political communication, clarifying where we now are in the recurring cycle, and explaining why our position within the stabilization phase matters for political actors and consumers of political communication alike. Finally, this chapter sketches three possible paths forward and highlights related areas that could become subjects of future studies.
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