The conclusion observes that, since the foundation of the state, the relationship dynamics that are at the heart of political communication, have been in perpetual flux and have waxed and waned as political parties have come and gone and as new communication technologies have added to the multiplicity of means by which political communication, in its many different forms and with its many different agenda, can occur. Political communication can, in many ways, be described as an ever-ongoing contest for support that is played out in the media. While what we refer to as ‘the media’ has changed hugely over the past decade or so, it is clear that, whatever about levelling the playing field, the new technologies have certainly added additional platforms to the age-old competition for support of a party, candidate or idea. Whether we can continue to rely on the media to provide depth and context is highly debatable. The ever increasing array of new media platforms present a multiplicity of avenues for political expression but also present the possibly that such activity is ‘narrowcasting’ rather than broadcasting. Similarly, the instantaneous nature of modern reporting within an ever-accelerating news cycle characterised by an emphasis on the latest developments leaves little or no time for depth or context to be provided.
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