The explanatory principles of understanding and consistency are used to detail the past, present, and future of individual-level political communication media effects research. It is argued that the field of political communication is at a crossroads, with preferences for a dominant explanatory principle shifting from understanding back to consistency. In addition to understanding and consistency, it is argued that political communication researchers need to begin introducing additional explanatory principles (e.g., hedonism) to the field for the generation of new lines of inquiry. A call for embracing a diversity of explanatory principles is offered, and the utility of such an approach is explored within the context of the 2012 U.S. presidential election.There is much debate at present over the future of empirical political communication research (see Bennett & Iyengar, 2008Holbert, Garrett, & Gleason, 2010). The rise of new technology, a substantial increase in access to a broad range of communication outlets, enhanced power placed in the hands of citizens to choose among these outlets, and a revisiting of what does and does not count as "political messages"