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STRATEGI | Hillary Clinton förlorade när hon flyttade fokus från ekonomin till att istället försöka få valet att handla om Donald Trumps moral och karaktär.

time

Detta är lite av en historisk ironi. James Carville, politiska rådgivare till Bill Clinton inför valet 1992, myntade begreppet ”It’s the economy, Stupid!” för att hans kampanjstab inte skulle lockas avvika från den fråga som man ansåg som absolut central för en valseger.

Om valanalysen är korrekt måste detta vara speciellt enerverande för både Bill, Hillary och demokraterna.

Michael Scherer skriver i Time:

For nearly 17 months on the campaign trail, Trump did what no American politician had attempted in a generation, with defiant flair. Instead of painting a bright vision for a unified future, he magnified the divisions of the present, inspiring new levels of anger and fear within his country. Whatever you think of the man, this much is undeniable: he uncovered an opportunity others didn’t believe existed, the last, greatest deal for a 21st century salesman. The national press, the late-night comics, the elected leaders, the donors, the corporate chiefs and a sitting President who prematurely dropped his mic—they all believed he was just taking the country for a ride.

Now it’s difficult to count all the ways Trump remade the game: the huckster came off more real than the scripted political pros. The cable-news addict made pollsters look like chumps. The fabulist out-shouted journalists fighting to separate fact from falsehood. The demagogue won more Latino and black votes than the 2012 Republican nominee.

Trump found a way to woo white evangelicals by historic margins, even winning those who attend religious services every week. Despite boasting on video of sexually assaulting women, he still found a way to win white females by 9 points. As a champion of federal entitlements for the poor, tariffs on China and health care “for everybody,” he dominated among self-described conservatives. In a country that seemed to be bending toward its demographic future, with many straining to finally step outside the darker cycles of history, he proved that tribal instincts never die, that in times of economic strife and breakneck social change, a charismatic leader could still find the enemy within and rally the masses to his side. In the weeks after his victory, hundreds of incidents of harassment, many using his name—against women, Muslims, immigrants and racial minorities—were reported across the country.

The starting point for his success, which can be measured with just tens of thousands of votes, was the most obvious recipe in politics. He identified the central issue motivating the American electorate and then convinced a plurality of the voters in the states that mattered that he was the best person to bring change. “The greatest jobs theft in the history of the world” was his cause, “I alone can fix it” his unlikely selling point, “great again” his rallying cry.

[…]

His was not a campaign about the effects of tariffs on the price of batteries or basketball shoes. He spoke only of winning and losing, us and them, the strong and the weak. Trump is a student of the tabloids, a master of television. He had moonlighted as a professional wrestler. He knew how to win the crowd. First he needed to define the bad guys. Then he needed to knock them over.

[…]

History will record that Clinton foresaw the economic forces that allowed Trump to win. What she and her team never fully understood was the depth of the populism Trump was peddling, the idea that the elites were arrayed against regular people, and that he, the great man, the strong man, the offensive man, the disruptive man, the entertaining man, could remake the physics of an election.

“You cannot underestimate the role of the backlash against political correctness—the us vs. the elite,” explains Kellyanne Conway, who worked as Trump’s final campaign manager. His previous campaign chairman, Paul Manafort, put it somewhat more delicately: “We always felt comfortable that when people were criticizing him for being so outspoken, the American voters were hearing him too.”

In June 2015, Clinton’s pollster Joel Benenson laid out the state of the country in a private memo to senior staff that was later released to the public by WikiLeaks. The picture of voters was much the same as the one he had described to Obama in 2008 and 2012. “When they look to the future, they see growing obstacles, but nobody having their back,” Benenson wrote. “They can’t keep up; they work hard but can’t move ahead.” The top priority he listed for voters was “protecting American jobs here at home.”

That message anchored the launch of Clinton’s campaign, and it was woven through her three debate performances. But in the closing weeks, she shifted to something else. No presidential candidate in American history had done or said so many outlandish and offensive things as Trump. […] “His disregard for the values that make our country great is profoundly dangerous,” Clinton argued.

[…]

For a Clinton campaign aiming to re-create Obama’s winning coalitions, all of this proved too large a target to pass up. Clinton had proved to be a subpar campaigner, so with the FBI restarting and reclosing a criminal investigation into her email habits, her closing message focused on a moral argument about Trump’s character. “Our core values are being tested in this election,” she said in Philadelphia, the night before the election. “We know enough about my opponent. We know who he is. The real question for us is what kind of country we want to be.”

The strategy worked, in a way. Clinton got about 2.5 million more votes than Trump, and on Election Day, more than 6 in 10 voters told exit pollsters that Trump lacked the temperament for the job of President. But the strategy also placed Clinton too far away from the central issue in the nation: the steady decline of the American standard of living. She lost the places that mattered most. “There’s a difference for voters between what offends you and what affects you,” Conway helpfully explained after it was over.

Stanley Greenberg, the opinion-research guru for Bill Clinton in 1992, put out a poll around Election Day and found clear evidence that Clinton’s decision to divert her message from the economy in the final weeks cost her the decisive vote in the Rust Belt. “The data does not support the idea that the white working class was inevitably lost,” Greenberg wrote, “until the Clinton campaign stopped talking about economic change and asked people to vote for unity, temperament and experience, and to continue on President Obama’s progress.” Interestingly, Greenberg said turnout among young, minority and unmarried female voters also decreased when the economic message Obama had used fell away.

Tidskriftsomslag: Time, december 19, 2016.

Annonser

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USA | Vad kommer att bli kvar av president Barack Obamas reformer efter (minst) fyra år av Donald Trump?  Obama själv verkar inte alltför oroad.

the-new-yorker-november-28-2016

I The New Yorker berättar han för David Remnick att han tror att Trump bara kan riva upp cirka femton till tjugo procent av hans administrations reformer.

Throughout the campaign, he had told his audiences that if Trump—“uniquely unqualified” and “temperamentally unfit” to be Commander-in-Chief—were to win, eight years of accomplishment would go out the window. I asked him if he still believed that.

“Now that the election is over, no, I don’t believe it,” he said with a sharp, dark laugh. “Not because I was over-hyping it. I think that the possibility of everything being out the window exists. But, as a practical matter, what I’ve been saying to people, including my own staff, is that the federal government is an aircraft carrier, it’s not a speedboat. And, if you need any evidence of that, think about how hard we worked over the last eight years with a very clear progressive agenda, with a majority in the House and in the Senate, and we accomplished as much domestically as any President since Lyndon Johnson in those first two years. But it was really hard.” Obama said that he had accomplished “seventy or seventy-five per cent” of what he set out to do, and “maybe fifteen per cent of that gets rolled back, twenty per cent, but there’s still a lot of stuff that sticks.”

[…]

At the same time, Obama refused to interpret Clinton’s—and the Party’s—loss as a personal repudiation. “Some of this is really simple and it’s the thing that Mitch McConnell figured out on Day One of my Presidency, which is people aren’t paying that close attention to how Washington works,” he said. “They know there are lobbyists, special interests, gridlock; that the powerful have more influence and access than they do. And if things aren’t working, if there’s gridlock, then the only guy that they actually know is supposed to be in charge and supposed to be helping them is the President. And so the very deliberate strategy that Mitch McConnell and the Republican Party generally employed during the course of my Presidency was effective. What they understood was that, if you embraced old-fashioned dealing, trading, horse-trading, bipartisan achievement, people feel better. And, if people feel better, then they feel better about the President’s party, and the President’s party continues. And, if it feels broken, stuck, and everybody is angry, then that hurts the President or the President’s party.”

Obama was convinced, accordingly, that Trump won less as a champion of working people than as an anti-establishment insurgent. “The President-elect, I think, was able to make an argument that he would blow this place up,” he said. “Hillary may have been more vulnerable because she was viewed as an insider. And the reporting around the Goldman speeches”—speeches given to Goldman Sachs executives—“might have reduced her advantage, the normal Democratic advantage, in the eyes of working people, that we were standing for them. I don’t think it was fair, but that’s how it played itself out.”

Tidskriftsomslag: The New Yorker, 28 november 2016.

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VAL 2016 | Presidentvalet 2016 kommer att studeras för lång tid framöver. Och en av nyckelfigurerna i Trumps kampanjstab var Jared Kushner.

forbes-december-2016

Kushner är precis som Trump inom fastighetsbranschen. Och precis som Trump saknar han någon egentlig erfarenhet av politik innan han fick hand om valkampanjen.

Detta hindrade honom dock inte från att sätta ihop en framgångsrik valkampanj på nästan inga resurser alls – åtminstone i jämförelse med Hillary Clintons välfyllda kampanjkassa.

Steven Bertoni berättar om framgångsfaktorerna i en artikel för tidskriften Forbes.

No resources at the beginning, perhaps. Underfunded throughout, for sure. But by running the Trump campaign–notably, its secret data operation–like a Silicon Valley startup, Kushner eventually tipped the states that swung the election. And he did so in manner that will change the way future elections will be won and lost. President Obama had unprecedented success in targeting, organizing and motivating voters. But a lot has changed in eight years. Specifically social media. Clinton did borrow from Obama’s playbook but also leaned on traditional media. The Trump campaign, meanwhile, delved into message tailoring, sentiment manipulation and machine learning. The traditional campaign is dead, another victim of the unfiltered democracy of the Web–and Kushner, more than anyone not named Donald Trump, killed it.

[…]

In the early days of the scrappy campaign, it was all hands on deck, with Kushner helping research policy positions on tax and trade. But as the campaign gained steam, other players began using him as a trusted conduit to an erratic candidate. ”I helped facilitate a lot of relationships that wouldn’t have happened otherwise,” Kushner says, adding that people felt safe speaking with him, without risk of leaks. ”People were being told in Washington that if they did any work for the Trump campaign, they would never be able to work in Republican politics again. I hired a great tax-policy expert who joined under two conditions: We couldn’t tell anybody he worked for the campaign, and he was going to charge us double.”

[…]

It was the epitome of the super-light startup: to see how little they could spend and still get the results they wanted.

Kushner stepped up to turn it into an actual campaign operation. Soon he was assembling a speech and policy team, handling Trump’s schedule and managing the finances. ”Donald kept saying, ‘I don’t want people getting rich off the campaign, and I want to make sure we are watching every dollar just like we would do in business.'”

[…]

Among those in his close circle, Kushner was the natural pick to create a modern campaign. Yes, like Trump he’s primarily a real estate guy, but he had invested more broadly, including in media (in 2006 he bought the New York Observer) and digital commerce (he helped launch Cadre, an online marketplace for big real estate deals). More important, he knew the right crowd: co-investors in Cadre include Thiel and Alibaba’s Jack Ma–and Kushner’s younger brother, Josh, a formidable venture capitalist who also cofounded the $2.7 billion insurance unicorn Oscar Health.

”I called some of my friends from Silicon Valley, some of the best digital marketers in the world, and asked how you scale this stuff,” Kushner says. ”They gave me their subcontractors.”

At first Kushner dabbled, engaging in what amounted to a beta test using Trump merchandise. ”I called somebody who works for one of the technology companies that I work with, and I had them give me a tutorial on how to use Facebook micro-targeting,” Kushner says. Synched with Trump’s blunt, simple messaging, it worked.

[…]

Kushner structured the operation with a focus on maximizing the return for every dollar spent. ”We played Moneyball, asking ourselves which states will get the best ROI for the electoral vote,” Kushner says. ”I asked, How can we get Trump’s message to that consumer for the least amount of cost?” FEC filings through mid-October indicate the Trump campaign spent roughly half as much as the Clinton campaign did.

Just as Trump’s unorthodox style allowed him to win the Republican nomination while spending far less than his more traditional opponents, Kushner’s lack of political experience became an advantage. Unschooled in traditional campaigning, he was able to look at the business of politics the way so many Silicon Valley entrepreneurs have sized up other bloated industries.

Television and online advertising? Small and smaller. Twitter and Facebook would fuel the campaign, as key tools for not only spreading Trump’s message but also targeting potential supporters, scraping massive amounts of constituent data and sensing shifts in sentiment in real time.

”We weren’t afraid to make changes. We weren’t afraid to fail. We tried to do things very cheaply, very quickly. And if it wasn’t working, we would kill it quickly,” Kushner says. ”It meant making quick decisions, fixing things that were broken and scaling things that worked.”

This wasn’t a completely raw startup. Kushner’s crew was able to tap into the Republican National Committee’s data machine, and it hired targeting partners like Cambridge Analytica to map voter universes and identify which parts of the Trump platform mattered most: trade, immigration or change. Tools like Deep Root drove the scaled-back TV ad spending by identifying shows popular with specific voter blocks in specific regions–say, NCIS for anti-ObamaCare voters or The Walking Dead for people worried about immigration. Kushner built a custom geo-location tool that plotted the location density of about 20 voter types over a live Google Maps interface.

Soon the data operation dictated every campaign decision: travel, fundraising, advertising, rally locations–even the topics of the speeches. ”He put all the different pieces together,” Parscale says. ”And what’s funny is the outside world was so obsessed about this little piece or that, they didn’t pick up that it was all being orchestrated so well.”

For fundraising they turned to machine learning, installing digital marketing companies on a trading floor to make them compete for business. Ineffective ads were killed in minutes, while successful ones scaled. The campaign was sending more than 100,000 uniquely tweaked ads to targeted voters each day. In the end, the richest person ever elected president, whose fundraising effort was rightly ridiculed at the beginning of the year, raised more than $250 million in four months–mostly from small donors.

Läs också: ”Jared Kushner’s Trump Card” av Devin Leonard och ”Trump’s Data Team Saw a Different America—and They Were Right” av Joshua Green och Sasha Issenberg i Bloomberg Businessweek.

Tidskriftsomslag: Forbes, 20 december 2016.

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VAL 2016 | En av de roligare konsekvenserna av Donald Trumps valkampanj var den moralpanik som följde på valsegern.

time-augusti-22-2016

(The Reckoning: ”Donald Trump’s sinking polls, unending attacks and public blunders have GOP reconsidering its strategy for November”)

Och hela ”etablissemanget” – politiska, media, kulturella – hängde villigt på både här och over there. ”En ond och sjuk människa ska leda världens mäktigaste nation. Detta är inte bra för världen!”, skrev t.ex. riksdagskvinnan Hillevi Larsson (S) på Twitter.

time-october-2016

(Inside Donald Trump’s Meltdown: ”Donald Trump’s sinking polls, unending attacks and public blunders have the GOP reconsidering its strategy for November”)

Två andra exempel: Skoladministratörer i Boston erbjöd ”råd och stöd” till ungdomar som oroade sig över Trump medan Olle Wästberg, ”USA-kännare” och tidigare generalkonsul i New York, påstod att Trumps seger var värre för Sverige än för amerikanarna.

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(Final Days: ”As the unmanageable, unrepentant, and unprecedented candidate careens to the finish line, Donald Trump’s advisers try to figure out how to save themselves – and the movement he started.”)

Men speciellt pinsamt var valresultatet för opinionsinstituten och den politiska journalistiken som ”ended up with egg on their faces”.

I detta inlägg är tre favoriter från Time och New York som borde förfölja redaktörerna i sömnen framöver. Time t.o.m. följde upp sitt omslag med den alltmer smältande Trump i augusti med ett ”total meltdown” omslag i november. Så säker framstod Hillary Clintons valseger vid det laget.

För den som redan känner sig nostalgiska kan klicka på länkarna för att läsa hur fel alla hade.

Tidskriftsomslag: Time den 22 augusti (amerikanska editionen) och den 24 oktober 2016 samt New York den 31 oktober-13 november 2016.

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VAL 2016 | Här kommer ett tredje blogginlägg med anledning av Kurt Eichenwalds löpande granskning i Newsweek av Donald Trumps affärer.

newsweek-11-nov-2016

This Way Lies Deceit”:

Over the course of decades, Donald Trump’s companies have systematically destroyed or hidden thousands of emails, digital records and paper documents demanded in official proceedings, often in defiance of court orders. These tactics—exposed by a Newsweek review of thousands of pages of court filings, judicial orders and affidavits from an array of court cases—have enraged judges, prosecutors, opposing lawyers and the many ordinary citizens entangled in litigation with Trump. In each instance, Trump and entities he controlled also erected numerous hurdles that made lawsuits drag on for years, forcing courtroom opponents to spend huge sums of money in legal fees as they struggled—sometimes in vain—to obtain records.

newsweek-23-dec-2016

Tangled Up In Orange”:

Donald Trump hasn’t been sworn in yet, but he is already making decisions and issuing statements to world leaders that radically depart from American foreign policy, all to the benefit of his family’s corporate empire. Because of this, the next president of the United States is already vulnerable to undue influence by other nations, including through bribery and even blackmail. […] President-elect Trump has a monumental choice before him: He can, as he promised during the campaign, protect the sanctity of the presidency—which he can do only by selling his company. Or he can remain corrupted by the conflicts between his country’s future and his family’s fortune.

Tidskriftsomslag: Newsweek den 11 november 2016 och den 23 december 2016.

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Val 2016 | Newsweek fortsätter sin granskning av Donald Trump. Här skriver Kurt Eichenwald bland annat om hans affärer i Fidel Castros Kuba.

newsweek-14-okt-2016

The Havana Hustle”:

Documents show that the Trump company spent a minimum of $68,000 for its 1998 foray into Cuba at a time when the corporate expenditure of even a penny in the Caribbean country was prohibited without U.S. government approval. But the company did not spend the money directly. Instead, with Trump’s knowledge, executives funneled the cash for the Cuba trip through an American consulting firm called Seven Arrows Investment and Development Corp. Once the business consultants traveled to the island and incurred the expenses for the venture, Seven Arrows instructed senior officers with Trump’s company—then called Trump Hotels & Casino Resorts—how to make it appear legal by linking it after the fact to a charitable effort.

newsweek-28-okt-4-nov-2016

Donald the Destroyer”:

Donald Trump loves to put his name on buildings, but there are no hospital wings named for him. No museums have a piece of artwork with a plaque reading “A Gift of Donald J. Trump.” No buildings at the University of Pennsylvania bear his name, even though he constantly cites his graduation from its Wharton School as a sign of his intelligence. (Contrary to Trump’s suggestion, he attended the school for only two years as an undergraduate and did not obtain a degree from Wharton’s far more prestigious graduate business program.)

Tidskriftsomslag: Newsweek den 14 oktober och den 28 oktober-11 november 2016.

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VAL 2016 | Kurt Eichenwald på tidskriften Newsweek tycks vara specialiserad på att granska Donald Trumps affärsverksamhet. Här nedan följer två längre artiklar.

newsweek-2-sep-2016

The Art of the Bad Deal”:

Lost contracts, bankruptcies, defaults, deceptions and indifference to investors—Trump’s business career is a long, long list of such troubles, according to regulatory, corporate and court records, as well as sworn testimony and government investigative reports. Call it the art of the bad deal, one created by the arrogance and recklessness of a businessman whose main talent is self-promotion.

newsweek-23-sep-2016

The Man Who Sold the World”:

Much of the public believes Trump is a hugely successful developer, a television personality and a failed casino operator. But his primary business deals for almost a decade have been a quite different endeavor. The GOP nominee is essentially a licensor who leverages his celebrity into streams of cash from partners from all over the world. The business model for Trump’s company started to change around 2007, after he became the star of NBC’s The Apprentice, which boosted his national and international fame. Rather than constructing Trump’s own hotels, office towers and other buildings, much of his business involved striking deals with overseas developers who pay his company for the right to slap his name on their buildings. (The last building constructed by Trump with his name on it is the Trump-SoHo hotel and condominium project, completed in 2007.)

Tidskriftsomslag: Newsweek den 12 september 2016 och den 23 september 2016.

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