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This blog offers an international look at the 2016 U.S. presidential campaign. Indeed, campaigners worldwide are fascinated with American election campaigns. We observe relentless paid television advertising, straight-forward attack spots, sophisticated targeting and record-breaking fundraising. One cannot – and should not – simply copy paste American campaign techniques. However, campaigners out there in Europe, Latin America, Africa and Asia can get a lot of inspiration and specific takeaways from the most professional campaign in the world. This is the purpose of this blog.

White men as a problem for Hillary Clinton

Donald Trump is most popular among white men, in particular among white men with no college degree and lower income. Hillary Clinton, on the other hand, is far from giving up on them. Hence why an important part of her nomination speech was dedicated to workers’ rights, minimum wage, support for small businesses and other so-called pocket book issues. She can also strategically use Bill Clinton as a secret joker communicating to them, as he reminds the American middle class of the good 1990is. Also, she doesn’t need to win a majority of white voters. It’s nothing new that white voters are leaning Republican. According to the Gallup surveys, the last Democratic Presidential candidate who won a majority of white voters was LBJ in 1964. She can win without a majority of white voters. In fact, I remember one of the pundits say in 2012 that the U.S. is no longer a country of white married people. Meaning to say that it’s no longer the favorite candidate of white married people that automatically wins the election. But she shouldn’t fall too low among white voters either. As a rule of thumb, she should carry at least 38% of them in order to be in good shape on Election Day. More on this in my interview on Swiss national television (in German language): www.srf.ch/sendungen/10vor10/Clinton

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