Campaigning for President 2016: Strategy and Tactics

Campaigning for President 2016: Strategy and Tactics

by Dennis W. Johnson, Lara M. Brown

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Coming out of one of the most contentious elections in history, Dennis Johnson and Lara Brown have assembled an outstanding team of authors to examine one of the fiercest and most closely fought presidential elections of our time. Like the 2008 and 2012 editions of Campaigning for President, the 2016 edition combines the talents and insights of political scientists who specialize in campaigns and elections together with seasoned political professionals who have been involved in previous presidential campaigns. Campaigning for President is the only series on presidential campaigns that features both political scientists and professional consultants.

This book focuses on the most important questions of this most unusual presidential campaign. What was the appeal of Donald Trump? Has Twitter and social media become the dominant means of communicating? How did fake news, WikiLeaks, and the Russians factor in this election? What happened to the Obama coalition and why couldn’t Hillary Clinton capitalize on it? Hundreds of millions of Super PAC dollars were raised and spent, and much of that was wasted. What happened? Is the wild west of online media the new norm for presidential contests? These and many other questions are answered in the provocative essays by scholars and practitioners.

The volume also is packed with valuable appendixes: a timeline of the presidential race, biographical sketches of each candidate, a roster of political consultants, the primary and general election results, exit polls, and campaign spending.

New to the 2016 Edition

  • The 2016 presidential contest brings a completely new set of players, policies, and electoral challenges. Like the 2008 and 2012 editions, the authors probe the strategies and tactics of the candidate campaigns and the outside organizations.
  • The chapters focus on Donald Trump and Hillary Clinton, but also look at the Bernie Sanders insurgency, the collapse of the mainstream Republican candidates, and the dynamics of the general election.
  • Chapters also analyze the changes in campaign finance, new technologies, the role of social media, and how fake news and subterfuge might become the new realities of presidential campaigning.

Product Details

ISBN-13: 9781351673617
Publisher: Taylor & Francis
Publication date: 07/18/2017
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 294
File size: 3 MB

About the Author

Dennis W. Johnson is Professor Emeritus of Political Management at the George Washington University Graduate School of Political Management. During the 2010-2011 academic year, he was Fulbright Distinguished Lecturer at Jinan University, Guangzhou, China. He has served as director of the Masters of Legislative Affairs program, associate dean and interim executive director of the Graduate School of Political Management. He has also been a political consultant, specializing in candidate and opposition research for Democratic senatorial and gubernatorial candidates.

Lara M. Brown is Associate Professor and Interim Director of the George Washington University Graduate School of Political Management.

Table of Contents


Chapter 1. The Election of 2016 Dennis W. Johnson

Part One: The Primaries

Chapter 2. The Democratic Primaries Lilly J. Goren

Chapter 3. The Republican Primaries Wayne P. Steger

Chapter 4. Trump’s Appeal Mark S. Mellman

Part Two: Money and Communication

Chapter 5. Presidential Candidate Fundraising: An Exception to the Rule? Anthony Corrado and Tassin Braverman

Chapter 6. The Digital Battle Suzanne Zurn

Chapter 7. Political Advertising in the 2016 Presidential Election Peter Fenn

Chapter 8. #Campaigns2016: Hashtagged Phrases and the Clinton-Trump Message War Michael Cornfield and Michael D. Cohen

Chapter 9. The Trump Effect on the Press, the Presidency, Rhetoric, and Democracy Major Garrett

Part Three: The General Election

Chapter 10. Outside Voices: Super PACs, Parties, and Other Non-Candidate Actors Stephen K. Medvic

Chapter 11. Republican Strategy and Tactics During the General Election Katie Packer

Chapter 12. Democratic Strategy and Tactics During the General Election Maria Cardona

Chapter 13. The Defining Fault Lines in One of the Darkest Campaigns in Political History Matthew Dallek

Appendix A. Timeline

Appendix B. Presidential and Vice-Presidential Candidates

Appendix C. Campaign Operatives and Consultants

Appendix D. Primary and Caucus Results

Appendix E. General Election Results

Appendix F. Exit Polls

Appendix G. Campaign Spending by Candidates, Parties, and Major Super PACs

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