Dan Schill is Associate Professor in the School of Communication Studies and Affiliate Faculty in Political Science at James Madison University. His research is focused on advocacy, political communication, technology, and the mass media.Rita Kirk is Professor and Director of the Maguire Center for Ethics and Public Responsibility at Southern Methodist University. Her research focuses on campaign communication concentrating on emergent technologies, the development of public arguments, and hate speech. Amy E. Jasperson is Associate Professor and Chair of the Department of Political Science at Rhodes College. Her research focuses on media framing and its resonance with citizens, communication during crises, campaign advertising strategies, and gender and media.

• Part I: Real Time Response Techniques, Approaches, and InsightsChapter 1: The History, Reliability, Validity, and Utility of Real Time ResponseDan SchillChapter 2: Collecting, Interpreting, and Analyzing Continuous Response DataJennifer Burton, Jan Gollins, and Danielle Walls Chapter 3: Strategic Insights: The News Value of Real Time Response MeasurementsRita Kirk Chapter 4: Social Media and the Rise of the Connected VoterSean Evins Part II: Real Time Effects: Measuring Political Message Effects by the SecondChapter 5: High-Frequency Polling with Non-Representative DataAndrew Gelman, Sharad Goel, David Rothschild, and Wei WangChapter 6: Moment-to-Moment Responses to Race-Based Messages in Political Campaign AdvertisementsStephen Maynard Caliendo, Charlton D. McIlwain, and Elizabeth Dudash-Buskirk Chapter 7: Measuring Effects of Candidates on Voters in Germany: A methodological comparison between Real-Time-Response Measurement and Facial CodingSimon Ottler, Reza Mousa-Kazemi, and René ReschChapter 8: Scalable Multidimensional Response Measurement using a Mobile Platform Philip Resnik, Amber E. Boydstun, Rebecca A. Glazier, and Matthew T. PietrykaPart III: Partisanship and Polarization: Real Time Selective Information ProcessingChapter 9: Polarization in Less than Thirty Seconds: Continuous Monitoring of Voter Response to Campaign AdvertisingShanto Iyengar, Simon Jackman, and Kyu HahnChapter 10: Polarization in the 2012 Presidential Debates: A Moment-to-Moment, Dynamic Analysis of Audience Reactions in Ohio and FloridaAmy E. Jasperson, Jan Gollins, and Danielle WallsChapter 11: How Attacks and Defenses Resonate with Viewers’ Political Attitudes in Televised Debates: An Empirical Test of the Resonance Model of Campaign EffectsMarko BachlChapter 12: Moments of Partisan Divergence in Presidential Debates: Indicators of Verbal and Nonverbal InfluenceShawn R. Hughes and Erik P. Bucy

'This volume offers fascinating explorations of technologies that are changing how we measure and understand voting behavior. There are lessons in here for scholars and campaign practitioners alike.' - John Sides, George Washington University'Like many scholars of political communication, I struggle with how to measure today’s multi-platform communication environment in real time—and people’s responses to those messages. Schill, Kirk and Jasperson’s "Political Communication in Real Time" is the book I’ve been waiting for, a trusted source for the latest on how to tap what people are saying and thinking right now on social and digital media. My research will be the better for it.' - Travis N. Ridout, Washington State University'A well-researched, thorough analysis of the history and impact of Real Time Response methods and Moment to Moment data collection. Validating much of what we know, and uncovering many new and fascinating findings, this book will become required reading for everyone looking to benefit from in-the-moment research.' - David Paul, founder and CEO, Dialsmith, developer of the Perception Analyzer real time response system'This book is an important contribution to the emerging field of real-time response measurement. It brings together social and behavioral scientists and practitioners using real-time response techniques in business contexts. It provides interdisciplinary insights and international perspectives. It enlarges our understanding of real-time measurement by highlighting a broad variety of techniques capturing human reactions to reality on a second-by-second basis. It teaches us how to employ real-time response techniques in- and outside the laboratory. This book is a must-read for every scholar interested in how to open the black box of human information processing in political communication.' - Prof. Dr. Jürgen Maier, Universität Koblenz-Landau'This book offers great insights in the various fascinating ways of analyzing political communication continuously in real time. It is a must-read for everyone interested in innovative research methods used to study the effects of verbal and nonverbal communication.'- Prof. Dr. Marcus Maurer, Johannes Gutenberg-Universität Mainz