Unconventional, Partisan, and Polarizing Rhetoric

How the 2016 Election Shaped the Way Candidates Strategize, Engage, and Communicate

Edited by Jeanine E. Kraybill - 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 and Jeanine E. Kraybill

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.

Lexington Books

Pages: 238 • Trim: 6¼ x 9½

978-1-4985-5413-8 • Hardback • November 2017 • $123.00 • (£95.00)

978-1-4985-5415-2 • Paperback • October 2019 • $50.99 • (£39.00)

978-1-4985-5414-5 • eBook • November 2017 • $48.00 • (£37.00)

Series: Voting, Elections, and the Political Process

Subjects: Political Science / Political Process / Campaigns & Elections, Political Science / American Government / National, Political Science / Political Process / General, Language Arts & Disciplines / Political Communication

Unconventional, Partisan, and Polarizing Rhetoric

How the 2016 Election Shaped the Way Candidates Strategize, Engage, and Communicate

Hardback

Paperback

eBook

Summary

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.

Details

Lexington Books

Pages: 238 • Trim: 6¼ x 9½

978-1-4985-5413-8 • Hardback • November 2017 • $123.00 • (£95.00)

978-1-4985-5415-2 • Paperback • October 2019 • $50.99 • (£39.00)

978-1-4985-5414-5 • eBook • November 2017 • $48.00 • (£37.00)

Series: Voting, Elections, and the Political Process

Subjects: Political Science / Political Process / Campaigns & Elections, Political Science / American Government / National, Political Science / Political Process / General, Language Arts & Disciplines / Political Communication

Author

Jeanine E. Kraybill is assistant professor of political science at California State University, Bakersfield.

Table of Contents

Chapter 1: Considering the Rhetoric and Political Communication of the 2016 Election
Jeanine E. Kraybill

Chapter 2: Iowa 2016: The Start of an Unusual Nomination Contest
Donna R. Hoffman, Christopher W. Larimer, and Alison D. Howard

Chapter 3: The Tone of Debates: The Difference between Democrats and Republicans during the Primaries
Raul Madrid Jr.

Chapter 4: Sending a Message to Who? Emails as Campaign Communication from Presidential Candidates
Mirya Holman and Abby Perkins

Chapter 5: “You Should Smile More!” Gender and Press Coverage of Candidates During the 2016 Presidential Primary
Carrie Skulley

Chapter 6: Latina Sophistication: Policy Issues and Candidate Choice in the 2016 Presidential Election
Ivy A.M. Cargile

Chapter 7: Chinese Hoax vs. Climate Hope: An Analysis of Partisan Environmental Rhetoric in the 2016 Presidential Race
Stuart Wood

Chapter 8: Tweeting Religion: The New God Strategy of the 2016 Presidential Election
Jeanine E. Kraybill, Nicole Mirkazemi, and Randy Villegas

Chapter 9: The Twitter Effect: How Trump Used Social Media to Stamp His Brand and Shape the Media Narrative on Immigration
Chris Haynes and Jessica Sattler

Chapter 10: Learning from the Rhetoric and Political Communication of the 2016 Election, a Reflective Essay
Jeanine E. Kraybill

Reviews

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.
— John H. Parmelee, University of North Florida, co-author of Politics and the Twitter Revolution

This is a highly informative volume for anyone interested in the charged rhetoric of the 2016 election. A high-powered roster of experts address gender, ethnicity, and new forms of media and communication. This book is an important read for understanding our new political environment.
— Julia R. Azari, Marquette University