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This book offers content analyses of the 2016 presidential candidate campaign messages from the primary and the general election. The chapters examine both new (Twitter, Facebook) and traditional (TV spots, debates, speeches) media employed in this contest. This allows comparison of campaign phases (primary versus general), candidates (Republican primary and Democratic primary candidates; general election candidates), and message forms. The results are compared with data from analyses of previous presidential campaigns.

Presidential Campaigns in the Age of Social Media: Clinton and Trump

Preface - Introduction - Methods and Procedures - Candidacy Announcement Speeches - Primary Television Spots - Primary Debates - Primary Social Media - Primary TV Talk Shows - Nomination Acceptance Addresses - General Television Spots - General Debates - General Social Media - Conclusions and Comparisons - Appendix: Meta-Analysis of Research on the Functional Theory of Political Campaign Discourse - References - Index.