Campaign narratives and success of candidates

A narrative not only makes for a more interesting story and, in turn, campaign season, but also can win a candidate a state, or even a general election. There have been more than a few surprising narratives driving the candidates' campaigns already this season, and I'm sure you wouldn't be surprised to hear me say that I will, again, be mentioning the Trump (I'm sorry, but as one of my professors once said, "He's the gift that keeps on giving"). The other not-so-surprising choice for a narrative-rich campaigner, I think, is easily Sanders.

I'll start with Trump and just get it out of the way.

Trump has capitalized on two things: fear and frustration with Washington. Trump has been unapologetically blunt, crass and, at times, down-right rude. He can get away with this, and even continue to climb in the polls, because his narrative is that he is new -- he's a successful business man, not a politician, and he swears to use his hard bargaining, his CEO know-how and his tell-it-like-it-is-edness to bring his enemy to their knees and to "Make America great again." How, you ask? "Well, first things first, let's get me elected." People go for that. Partly because of Trump's story telling -- "I'm a successful business man who, like you, is fed up with Washington" -- and partly because his followers just want to see what his specific plans are finally.

Sanders tells a similar story of being fed up, but his story is a little more history and policy-based. Sanders tells us that he has been in politics since the '70s, building trust with listeners. He, like Trump, acknowledges the calls for change, but addresses the change with more specific answers that might be harder for some followers to process than a general, "It's gonna be HUGE." His largest success, though has been embodying the "little guy" who takes on the enormous establishment that is lobby groups and Super PACs. Distrust of cookie-cutter politicians makes Washington the antagonist in both of these candidates' cases and, of course, makes themselves the protagonist.

What is political communication? "Let's Talk Trump."

The most intriguing definition of political communication that I happened across in several readings included several comments about a collaboration between political science and communication/media studies professionals. The collaboration, said the authors, is a result of these professionals working together on topics of mutual interest instead of “ignoring their colleagues” and conducting their own studies. In regards to the transmission of messages or opinions in “policom,” political communication can be described as how a candidate communicates, verbally or otherwise, through many channels and media outlets to get a message to the public and vice versa. Channels and media outlets for candidates might include their campaign website, social media pages or campaign ads. The public and press may use those same channels to interact with or report on candidates as well as take to their own social media accounts and other public channels to express opinions and communicate with people of similar, and many times varying, political opinion. The press, like the public, may interact with candidates or campaign officials via social media, but the press has a leg up on the public with its ability, in many cases, to reach the candidate personally as well as has a responsibility to report factual and accurate information to the public.

A rather colorful example of the practice of policom concepts is Donald Trump’s use of Twitter this campaign season. Trump has, undoubtedly, been the most outspoken illustrator of many candidate goals, namely, attempting to make himself more desirable to potential voters by making other candidates less seem desirable. Trump, while more animated than other candidates, exhibits policom marketing techniques that most candidates, especially in national elections, strive for. Trump has derived much of his success in national polls this season by catering to the other two players’ roles – public and press. When he makes “shocker statements,” like his idea to deport 11 million people and build a border wall, the press picks it up, gives Trump free publicity and steals spotlight potential from others. As far as catering to the public, Trump has capitalized on the nation’s yearning for firm action by making general, attractive statements that strike up conversation among voters. It makes sense as a marketing and campaigning tactic – I mean, who wouldn’t want to “make America great again”?