The concept of the viralization of political communication captures the process by which political and media actors, in order to reach their target audience, increasingly tailor their messages to the demands of citizen communication. This chapter explores this shift through the lens of Jay Blumler’s normative framework. It first outlines how the structural changes in the political communication system have reshaped the relationship between political actors, media, and citizens. Then, the normative implications of the viralization process are discussed based on a review of empirical evidence. Existing findings suggest that the viralization of political communication favours a highly negative, populist, and visual style of communication, with an emphasis on certain policy issues that are easier to frame in moral terms. It also discusses how this process relates to political representation and results in political inequalities. Findings suggest that viralized political communication is responsive to the communicative needs of people with specific psychological backgrounds and social networks, while neglecting the perspectives of people who are more conflict-avoidant, fear isolation, are sensitive to rejection, or live in a more politically passive, closed, or homogeneous social context. Meanwhile, the satisfaction of partisan fans will become a crucial aspect that may increase political polarization.