Abstract
This chapter gives an overview of the 2016 Presidential Election in the United States within the theoretical framework of gender and political marketing. The chapter provides background to, and important highlights from, the Democratic and the Republican Primaries, leading to the convention and the general election. It analyzes the myriad of ways gender influenced the 2016 US presidential election focusing not only on Hillary Clinton’s gender expression and expectation but also on Donald Trump’s gender performance. Thereupon, the analysis addresses phenomena such as Sanghvi’s 4Cs political marketing mix, candidate positioning, femininity, women as moral centers, and the old boys’ club. The chapter also includes specific case studies of campaign logos, divergence in media coverage, and the overall campaign focuses and controversies.
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