This book examines the highly emotional context of the 2016 US presidential campaign through the scope of political theater and emotional attribution. It takes inventory of the political landscape that defined the campaign and advances the argument that the campaign¿s high intensity generated a more interest-attentive citizenry and became an exercise in political theater. A framework operationalizing the components of political spectacle anchors the analysis treating emotions, affect transfer and the rise of negative partisanship. The analytical scope is focused specifically on voters¿ emotional responses toward Donald Trump and Hillary Clinton and empirically demonstrates the effects of discrete feelings on five emotional dimensions including pride, hope,