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SMC 2017: Communication in the American Presidential Election 2016 (November 15)

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Etienne Augé

on 14 November 2017

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Transcript of SMC 2017: Communication in the American Presidential Election 2016 (November 15)

Political communication in the American Presidential Election 2016
Strategic Mass Communication seminar EUR

Myth #1: Lesser of two Evils?
There are 2 POTUS on this picture
But on a national level, there were three more candidates
And there are way more candidates on a smaller level!
And even more interesting candidates on a micro level!
Myth #2: Pinpointing the Enemy
Donald John Trump
Hillary Diane Rodham Clinton
Elizabeth Warren on Hillary Clinton (2004)
Elizabeth Warren
United States Senator from Massachusetts since 2013
Thank you!
See you next week
Myth #3: Plain Folks
Joel Benenson
•Bill Clinton 1996 presidential
•New Jersey Gov. James McGreevey 2002 gubernatorial
•Rep. Anthony Weiner 2005 mayoral
•President Barack Obama 2008 and 2012 presidential
•Co-founder and CEO of Benenson Strategy Group ( Procter & Gamble’s A.G. Lafley, General Electric’s Jack Welch and AOL’s Bob Pittman...)
Kellyanne Conway
•Jack Kemp U.S. House
•Marsha Blackburn U.S. House
•Lee Zeldin U.S. House
•Steve King U.S. House
•Dan Quayle
• Newt Gingrich (R) U.S. House
•Ted Cruz U.S. Senate
•Fred Thompson U.S. Senate
•Mike Pence gubernatorial
Spin doctoring
March 2016
And the winner is?
(Source: The Washington Post)
Two Americas | Donald J. Trump for President
Mirrors | Hillary Clinton
Ad Hominem
Presenting the Other Side
Let’s start with a little experiment
Brandwatch React
Quid of Wars?
Iraq, Syria, Afghanistan, Pakistan, Somalia and Yemen
(US Special Operations Command (SOCOM), 2013)
Our Brand is crisis
Why did Trump win?
Gross domestic product (GDP) of the United States from 1990 to 2016 (in billion current U.S. dollars )
The Gini index or Gini coefficient is a statistical measure of distribution developed by the Italian statistician Corrado Gini in 1912. It is often used as a gauge of economic inequality, measuring income distribution or, less commonly, wealth distribution among a population. The coefficient ranges from 0 (or 0%) to 1 (or 100%), with 0 representing perfect equality and 1 representing perfect inequality. Values over 1 are theoretically possible due to negative income or wealth.
The American Dream
Tiffany, the sorority girl
Melania, the successful immigrant

Ivanka, the biz wizz
Big D, the "self-made man"
Michael Holtzman, President of BLJ (Brown Lloyd James)
Education: College of William and Mary
China’s bid to host the 2008 Olympic and Paralympic Games
Director of Public Affairs at the Council on Foreign Relations from 1996-1998 (Administration Clinton)
Clients included Al Jazeera English, City of London, Goldman Sachs, Georgetown University - School of Foreign Service, Government of Gabon, Kingdom of Morocco, Oxford University, Qatar World Cup 2022 Bid Committee, Russia Today, The Walt Disney Company, United Nations Development Programme and...
Bachar el Assad

James Carville
aka "the Ragin' Cajun"
Wikipedia "American political commentator and media personality who is a prominent figure in the Democratic Party"
Full transcript