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Thus far, the literature on election campaigns has identified three phases of campaigning: the pre-modern, the modern, and the professionalized phase. With this paper, we suggest that election campaigning has entered a fourth phase, characterized by new applications of communication technologies, quantitative data, immediate communications, a reinvented citizen-politics relationship offering more emotional access and lower barriers for active roles for citizens in campaigns. We root the change in the citizen-media nexus, with changes in media use and production being a major driver of this development. The classification of the ‘Mediatized Campaign’ emphasizes the role of media use and the connected changes in political and social institutions. We suggest that this classification can add coherence to future research on campaigning.