Political Communication: An Introduction
As the proposal passes through the legislative process, it becomes a factor in the next campaign. If it becomes law, it proceeds to an implementation phase where special interests and public interests and others attempt to reshape it within legislative parameters. The proposal then returns to the political campaign as an accomplishment, something a candidate can tout as an achievement that merits reelection. If it fails in the legislative process, and if interest remains, it becomes fodder for a new campaign message, something the candidate can use as a message regarding a problem that still needs to be addressed. And the process begins anew.