Unconventional, Partisan, and Polarizing Rhetoric
How the 2016 Election Shaped the Way Candidates Strategize, Engage, and Communicate
Contributions by Donna R. Hoffman, Christopher W. Larimer, Alison Howard, Raul Madrid Jr., Mirya Holman, Abby Perkins, Carrie Skulley, Ivy A.M. Cargile, Stuart Wood, Nicole Mirkazemi, Randy Villegas, Chris Haynes, Jessica Sattler, Jeanine E. Kraybill Edited by Jeanine E. Kraybill
Publication date:
14 November 2017Length of book:
238 pagesPublisher
Lexington BooksISBN-13: 9781498554138
The rhetoric and political communication of the 2016 Presidential Election was arguably unconventional, partisan, and polarizing—becoming a defining characteristic of the tone and feel of the campaign. In this volume we examine how rhetoric and various political communication strategies influenced and shaped the contours of the election and ultimately its outcome. Witnessing the most diverse electorate in U.S. political history, we look at how voters were primed for an anti-establishment/outsider candidate and how various rhetorical and communication appeals were used to strategically engage different groups of voters and at times, leave out or even scapegoat others. We also analyze how rhetoric and political communication shaped the debate on key issues such as climate change, immigration, national security, gender, and representation. In an age where having a social media presence is an essential campaign tool, we examine how Twitter was used by candidates and its impact on the electorate and news coverage. Overall, we demonstrate that political rhetoric and communication is impactful, bearing electoral consequences and the potential for policy outcomes, giving the reader much to consider as we approach the next midterm and general election.
The book’s team of authors examine the use of language in the 2016 U.S. presidential campaign as it applies to a wide range of contexts, including the debates, campaign speeches, campaign e-mail, social media, and press coverage. A diverse array of theories are used in the analysis, and the insights provided are useful for political communication researchers and anyone else interested in politics.