Campaigning for President 2016 ─ Strategy and Tactics

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.

• 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.

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 & Interim Director, Graduate School of Political Management, George Washington University.