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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.

Describes the conditions in Mexico's 1996 constitutional election reform that guarantee all national political parties equal access to mass media. Provisions ensuring equal time slots in regular & special programming for radio & TV are outlined, along with articles that guarantee equal dissemination throughout all parts of the country. Comparisons are made among radio & TV electoral time allotments for nine national parties, showing how postreform transmissions were spread out evenly among the three major parties while prereform numbers illustrate how the ruling party had taken the lion's share of the time, 1994-1997. It is predicted that the 2000 election will exhibit even more political diversity & legitimacy as new communication spaces allow the public more complete access to candidate information. 1 Table, 4 Figures. Adapted from the source document.