Image vs Substance in the 2016 Presidential Election Campaign

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This research paper examines the validity of the author’s hypothesis that image (persona) dominates substance (worthiness) in the minds of voters in presidential election campaigns. The results of a rigorous review of existing references confirm the long-standing existence of the image vs. substance phenomenon, and it’s steady growth since the advent of television in the 1950’s. Two separate online public opinion surveys conducted by the author substantiate the significant effects of this phenomenon during the 2016 presidential election campaign. Concerned voters and members of the news media who endured the “political circus” atmosphere of the 2016 campaign will find this paper especially illuminative. Based on a careful analysis, the author’s hypothesis is validated resulting in the proposal of a new mass communications theory.

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Image vs Substance in the 2016 Presidential Election Campaign