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Full Description
Over the course of American political history, political elites and organizations have often updated their political communications strategies in order to achieve longstanding political communicaiton goals in more efficient or effective ways. But why do successful innovations occur when they do, and what motivates political actors to make choices about how to innovate their communication tactics?
Covering over 300 years of political communication innovations, Ben Epstein shows how this process of change happens and why. To do this, Epstein, following an interdisciplinary approach, proposes a new model called "the political communication cycle" that accounts for the technological, behavioral, and political factors that lead to revolutionary political communication changes over time.These changes (at least the successful ones) have been far from gradual, as long periods of relatively stable political communication activities have been disrupted by brief periods of dramatic and permanent transformation. These transformations are driven by political actors and organizations, and tend to follow predictable patterns.
Epstein moves beyond the technological determinism that characterizes communication history scholarship and the medium-specific focus of much political communication work. The book identifies the political communication revolutions that have, in the United States, led to four, relatively stable political communication orders over history: the elite, mass, broadcast, and (the current) information orders. It identifies and tests three phases of each revolutionary cycle, ultimately sketching possible paths for the future. The Only Constant is Change offers readers and scholars a model and vocabulary to compare political communication changes across time and between different types of political organizations. This provides greater understanding of where we are currently in the recurring political communication cycle, and where we might be headed.
Contents
Table of Contents
Abbreviations and Acronyms
Acknowledgments
Chapter 1: Introduction: The Elements of Political Communication Change
Phase I: The Technological Imperative
Chapter 2: The Social and Technological History of Political Communication Change
Chapter 3: The Technological Imperative: How and When New Communication Technology Becomes Politically Viable
Phase II: Political Choice
Chapter 4: Political Choice: The Behavioral Role in Political Communication Change
Case Studies
Chapter 5: Political Choice and Campaign Communication Innovation: Why Campaigns Have the Most Consistent Innovation Adoption
Chapter 6: Innovation by Political Outsiders: Why Social Movements Innovate Early and Why it Rarely Matters
Chapter 7: Interest Group Innovation: How Different Target Audiences Affect Political Communication Goals
Phase III: Stabilization
Chapter 8: The Stabilization Process Then and Now
Chapter 9: Conclusion: Where We Are and Where We Might Be Headed
Notes
Bibliography
Index
