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THE AUTHORS IDENTIFY KEY CHANGES IN SOCIETY AND THE MEDIA THAT HAVE SHAPED POLITICAL COMMUNICATION IN MANY DEMOCRACIES DURING THE POSTWAR PERIOD. THEY DESCRIBE THREE DISTINCT ERAS. IN THE FIRST, MUCH POLITICAL COMMUNICATION WAS SUBORDINATE TO RELATIVELY STRONG, STABLE POLITICAL INSTITUTIONS AND BELIEFS. IN THE SECOND, FACED WITH A MORE MOBILE ELECTORATE, THE PARTIES INCREASINGLY PROFESSIONALIZED AND ADAPTED THEIR COMMUNICATIONS TO THE NEWS VALUES AND FORMATS OF LIMITED-CHANNEL TELEVISION. IN THE THIRD, STILL EMERGING AGE OF MEDIA ABUNDANCE, POLITICAL COMMUNICATION MAY BE RESHAPED BY FIVE TRENDS: INTENSIFIED PROFESSIONALIZING IMPERATIVES, INCREASED COMPETITIVE PRESSURES, ANTI-ELITIST POPULISM, A PROCESS OF CENTRIFUGAL DIVERSIFICATION, AND CHANGES IN HOW PEOPLE RECEIVE POLITICS.