Dennis Johnson and Lara Brown have assembled an outstanding team of politics scholars and campaign professionals to examine one of the fiercest and most closely fought presidential elections of our time. This is the most comprehensive and incisive treatment of the 2016 presidential election available, focusing on the players (candidates, political consultants, national political parties, and outside interests) and the strategy and tactics they employed. Contributors explore the mood of the electorate, primaries, money, communication, salient issues, challenges faced by Clinton and Trump, and results in the 2016 election.

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.

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