Should Donald Trump be elected President, it would be the result of many different factors; some "positive"...things people liked about Trump, and some "negative" things voters didn't like about Clinton.  Conversely, if Ms Clinton wins, it will be because of some "positive" things people liked about her and some "negative" things voters didn't like about Trump.  Over the last 56 years (starting with the Nixon campaign in 1960) the emphasis has been to demonize one's opponent...to concentrate on that "negative" vote.  We're going to see three months of the most intense and the nastiest negative campaigning in our history from supporters of both candidates.  

First, neither candidate is particularly "likeable"..... Ms Clinton, as a woman in the "rough and tumble" world of American politics (heretofore, almost entirely a "man's world") has had to be very, very strong and, face it, "tough."  Many men resent that....it's not "ladylike." ....a man is "tough" a woman is "bitchy"
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