the author is professor daniel kriess. what was your goal with this book? >> guest: mike goldberg was to try to tell the history of technology in politics over the last 20 years. really started in the middle of the 1990s up through the 2014 midterm election cycle. really tried to explain some of the differences between republican and democratic parties win again to picking up technology in the service of electoral goals. >> host: what you mean by the term prototype politics? >> guest: one of the things i really wanted to try to figure out is where does innovation come from in political campaigning? sided campaigners in that new technologists and new tools? how do they pick up new social media platforms and use them for new ways? how did they invent entirely new ways of engaging the electorate, whether it's on twitter or whether it's on snapchat? what i wanted to think about in reading a lot of the sociology literature and political science literature and communication literature was where does innovation come from? how does it happen, and why is it so impor