What I remember of all those elections, doesn’t quite match what’s been suggested here so far.
Just going by the ones I remember:
1960: the existing fear of the Soviet Union promoted by both parties, was capitalized on more adroitly by Kennedy than by Nixon.
1964: I don’t recall much. Goldwater was seen as a war monger, and Johnson benefited from sympathy for Kennedy’s murder.
1968: Very close. Nixon only squeaked by in a time of nationwide tumult, despite a great deal of anger against the Democrats over Vietnam, because Nixon wasn’t an attractive candidate.
1972: A slam dunk for Nixon, because George McGovern was a terrible campaigner, and had only gained the nomination by manipulating the Democratic primary process.
1976: Watergate proved that the Republicans were infested from top to bottom with cheaters, liars, and scalawags. But Carter only barely won, because he was a weak public speaker, and didn’t have much of a program other than “I’m not a cheater.” Hence Carter only won half the country.
1980: The economy was a mess, getting better, but not getting better fast enough. Reagan was a FAR better public speaker than we’d seen in decades, and Carter was crippled by an insufficient response to the Iran mess.
1984: Reagan continued to be a great speaker, the economy appeared to be going gangbusters.
1988: The Democrats chose the worst candidate they possibly could, to run against a relatively weak George Bush, who had both a strong Reagan send-off, and an economy which still seemed okay.
1992: The “Reagan Recovery” was heavily restricted to the upper classes, and getting worse so by the minute. Bush and the GOP in general utterly refused to even think that the American Middle class mattered at all. They were booted out accordingly by a VERY able public speaker in Clinton.
1996: Clinton benefited from the beginning of the Dot Com bubble and the Republicans put relatively weak public speaker Bob Dole up against him. Hard to beat a seeming hard-charging economy.
2000: Snappy speaker George Bush squeaks by (with a lot of help from a mess in Florida and a Republican controlled Supreme Court) against a very poor public speaker, Al Gore.
2004: The weakening economy which would normally have caused Bush to be tossed out, was overshadowed by 9-11 fears and foreign wars which SEEMED to be going well. Democrats helped by nominating lightweight Kerry, who made zero memorable speeches.
2008: Economic collapse was so bad that the Democrats could have handed us anyone at all, and they would have won. Republicans ran one of their worst candidate pairings of the decade to make things easier on the Democrats.
2012: Things got better under Obama economically, though not as fast as anyone wanted (they never do). The democrats tried to give everything away by voting in the ACA, but the Republicans countered by actively trying to sabotage the American economy out of sheer petulance. Republicans ran another upper crust candidate who got caught declaring that he didn’t give a damn about forty-seven percent of all Americans, and would only be President of 53% of America.
2016: Americans clearly fed up with both Republicans and Democrats. Republicans squeak into the Presidency with a candidate they don’t like, because the Democrats decided to run the worst public speaker they could find, who was also pre-crippled by a non-stop, two-decade old propaganda-based smear campaign, which Democrats and the subject of the campaign (Clinton) failed to deal with competently at any time.
Lessons? I don’t see anything much more than the same basics as always.
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General perception of the state of the economy is always huge.
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Good speaking skills and good looks are always a plus. Poor public speaking skills and appearance are always minuses.
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Scandal mongering can work, but only if the other side does a bad job of responding to it.
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People are used to POLITICAL lies, and ignore them. PERSONAL lies tend to get people upset.
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Never ignore the basic factor of voter greed. Promising a tax cut will always be appreciated more than promising “wise governing.”