One of the interesting aspects of the 2016 U.S. Presidential election from the perspective of political campaign studies is that the loser, Hillary Rodham Clinton, had significantly stronger campaign infrastructures in terms of fundraising, experienced staffers, and new technologies than the winner, Donald Trump, had. Why and how did this happen? What is the implication for the future campaigns? After the advent of the candidate-centered election in the 1970s, American political parties developed different campaign methods. But, when and how those campaigns could be really effective is not a fully answered question, especially with regard to the emerging new minority votes and the "data mining-centered campaign" . To address that conundrum presented in the literature, this study examines the campaigns of the 2016 Presidential election. By particularly focusing on the outreach strategies, which were targeted approaches to different voting blocs, this paper discusses the importance of the candidate dynamic in maintaining party coalitions.
View full abstract