ABSTRACT
This chapter explores how American political party organizations have adapted to the new media environment during election campaigns. It begins by examining the evolution of the communication functions of political parties. The chapter examines the ways in which parties manage their relationship with mainstream media, and explores how party organizations are portrayed by the press. Historically, the functions, operations, and status of American political parties in election campaigns have been influenced by developments in communications technology. Parties must navigate a complicated media landscape that combines elements of traditional mass media, such as newspapers and television news, and novel platforms for informing and engaging the public in politics made possible by new digital technologies, such as Websites, blogs, and Twitter feeds. Parties' communications apparatuses provide the conduit through which citizens connect with and engage in the political process. Parties worked through newspapers to mobilize voters, publicize their platforms, and advertise on behalf of candidates.
