The Traditional Paradigm of Political Communication Research Reconstructed

This chapter discusses on reconstruct the perspective researchers used so far and identify elements of political communication, the research focused on and how these were combined into a specific paradigm, a pattern of thought. It will be referred to here as the traditional paradigm. The traditional paradigm, broadcasting technology is the foreground, in technology for production, distribution, and reception of television signals. The traditional paradigm of political communication research uses an individual perspective, and therefore focuses on changes at the micro level, specifically on changes in the perceptions, attitudes, and behaviors of individuals. The focus of research is aimed at individuals and analyzes the extent to which individuals change through political communication, in terms of cognitive, affective, and conative effects. In research literature, the normative orientation of the traditional paradigm has identified as a problem in many cases, for example in more psychological research on the effects of political communication.