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This introduction serves several important goals. It lays out both the research objective and theoretical framework placing this study on an interdisciplinary foundation that combines work from political science, American political development, mass communication, history, and diffusion studies. It introduces the core concepts of the book, concentrated around a recurring multistage process called the political communication cycle (PCC). The three stages of the PCC, detailed in the following chapters, include the information and communications technology (ICT)–focused technological imperative phase; the political choice phase, which emphasizes the behavioral process central to innovation; and stabilization through the establishment of new norms, regulations, and institutions. This process has repeated throughout history, where long periods of relative stability, known as political communication orders (PCOs), are disrupted by shorter periods of permanent change, identified as political communication revolutions (PCRs). The introduction concludes by introducing the three claims that are used throughout the book and outlining the chapters that follow.

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.

Chapter 4 explains the concept of political choice, the second and most important phase of the political communication cycle (PCC). The political choice phase is the process in which political actors choose if and when to incorporate new information and communications technologies (ICTs) into their communication strategies. This chapter details the process that political actors or organizations go through when determining whether to innovate and helps to identify characteristics of those parties that are more likely to innovate earlier than others, known as innovativeness. Political choice is the behavioral component of the political communication cycle. These innovation decisions are the primary determinants regarding if and how ICT innovations are used to change political communication activity. Therefore, political choice is the most important phase of the PCC, differentiating political communication change from social and societal communication change more broadly.