The 4 phases of evolution of political communication systems: from the golden age of the parties to the golden age of the users

The political media communication system began to develop, in a first phase, the two decades after Second World War, this period being called by Blumler and Kavanagh (1999) as "the golden age of parties" or “the newspapers”. In 1960s, new stage evolution systems began, when few national televisions put monopoly on market, becoming dominant medium which unfolded. This was named television era" modern electoral campaigns". Two aspects previous are due diminution voters' loyalty trust towards parties shift from direct prime-time communication. third phase take shape at end 20th century beginning 21st "postmodern period" "digital era". Major changes development have occurred both technology, consumer behavior voters, strategies. After 1990, for many other democratic countries 2000, totalitarian countries, has undergone strong transformation into its three points: (1) changing channel characteristics far different classical means, (2) related content message discourse and, perhaps, most important aspect (3) public's ability actively participate government acts protest actions challenging acts.