Words That Matter: How the News and Social Media Shaped the 2016 Presidential Campaign (Brookings Institution Press, 2020) comes out of a broader collaboration between social scientists at the University of Michigan, Georgetown University, Gallup, Inc.

This collaboration, which is on-going, has a number of foci, and this book project came out of work that combined expertise from political scientists, computer scientists, and data experts, concentrating specifically on social media, traditional media, and new Gallup survey data acquired over the course of the 2016 election cycle.

The eight authors of Words that Matter brought distinct areas of expertise to analyze and explain not only the data that Gallup amassed through open-ended questions asked over the course of a number of months leading up to the general election in 2016, but also to pull together media analysis to use as contextual framing to examine and understand the responses provided to the Gallup surveys.

Ceren Budak, Jonathan Ladd, and Michael Traugott spoke with me on behalf of the rest of the book’s authors as well, explaining this extended and unique ongoing collaboration while diving into the book’s particular research schema.

Lilly J. Goren is professor of political science at Carroll University in Waukesha, WI. She is co-editor of the award winning book, Women and the White House: Gender, Popular Culture, and Presidential Politics (University Press of Kentucky, 2012), as well as co-editor of Mad Men and Politics: Nostalgia and the Remaking of Modern America (Bloomsbury Academic, 2015).

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