ABSTRACT
This chapter demonstrates how a few slogans and sobriquets associated with the Hillary Clinton and Donald Trump campaigns, yielding usable information about public reactions to the ideas, opinions, emotions, and factions that the phrases brought to life. It also shows how the Trump campaign markedly outperformed the Clinton campaign in the battle to frame the presidential race through Twitter. Hashtagged phrases, like pennants, buttons, yard signs, and bumper-stickers, seek to build support for a campaign through repeated glanceability. By 2016 the news media were incorporating campaign tweets into their stories, treating tweets as though they were quotes from interviews, which both presidential general campaigns largely denied to the press. The contents of a Trump and Clinton campaign grid might well differ in terms of what each campaign puts into each cell. The ubiquitous campaign slogan of 2016 was "Make America Great Again", a slight but telling revision of Ronald Reagan's 1980 tagline "Let's Make America Great Again".
