Campaigning for President 2016 Strategy and Tactics

Preface

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

Biography

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.

Praise for Campaigning for President 2016

Political scientists, journalists, and campaign strategists who want to make sense of the raucous contest between Donald Trump and Hillary Clinton should start with Campaigning for President 2016. The wide range of expert authors assembled in this book examine Trump’s election from all angles, and is an excellent read for the classroom or the war room.

Michael Burton, Ohio University

Dennis Johnson and Lara Brown deliver a solid, timely book on what we think happened in the 2016 election. A great mix of academics and practitioners explains clearly what the elites did – and admit their confusion over what the electorate did. An excellent volume for our time.

Robin A. Kolodny, Temple University

Johnson and Brown have assembled an all-star team of scholars and practitioners to analyze the historic 2016 election. They provide important insights and analysis that help readers understand one of the greatest political upsets in American history. This book is a must for those who want to examine and understand what went on in the 2016 presidential election.

David Dulio, Oakland University

The 2016 campaign unfolded in a manner unlike any presidential election before it. Dennis Johnson and Lara Brown’s new volume expertly merges academic and practitioner perspectives to help readers understand the election cycle from open to close. Beyond looking at the Trump and Clinton campaigns, the writers help readers understand changes in campaign finance, the importance of the Bernie Sanders insurgency, the increasing role of social media, and the impact of fake news on future electoral politics. Analytically driven but immensely readable, Campaigning for President 2016 is a must-read for those wanting to understand how Donald Trump became president and how this election will shape those to come.

Will Miller, Flagler College; Campus Labs

Dennis Johnson and Lara Brown’s new book is interesting and well-written. Most importantly, they take the Donald Trump phenomenon into account without only focusing on him. They give readers a good history of presidential elections in general, connecting them well to the 2016 election. It’s a keeper!

Iva Deutchman, Hobart and William Smith Colleges