This article argues that given the increasing polarisation,
commercialisation and globalisation of the media, political
communication is facing significant challenges in supporting and
improving democratic practice in contemporary democracies.
Furthermore new research on voters’ behaviour indicates that
most voters are less interested and knowledgeable about politics
than previously thought. These changes threaten to undermine
some of the foundations of democracy and the question is if political communication can contribute to improve
our democracies. I argue that a focus on mutual advantage policies is one way to improve the democratic politics
and political communication.