Political Communication and the Hype Cycle: Tracing Its Evolution Across the Digital Era

This study applies the technology hype cycle model to explore the interplay between political communication and digital technology from the mid-1990s to the present. It identifies four stages that reflect the hype cycle’s trajectory: initial optimism about the Internet’s democratic potential, subsequent disillusionment as limitations surfaced, renewed enthusiasm with the emergence of social media, and a current measured understanding of associated risks. The evolution of the digital political landscape is elucidated by synthesizing scholarly literature and documented historical accounts to trace key innovations and their impact on integrating the Internet and social media into political communication strategies. The findings highlight the critical need for enhanced media literacy and careful evaluation of technologies to uphold democratic ideals. This research contributes to the literature by providing a comprehensive perspective on the dynamic relationships between politics, communication, and emerging digital platforms, offering valuable insights for both practitioners and scholars.