As the adage goes: an army travels at the rate of its slowest member. The "slowest soldier" is more specifically the "supply train", its "meat and potatoes". I've read that 3 to 7 "supply line" support is required for every direct fighter- and then there are/were the "camp followers".  That does not mean that all these are 'despicables', but it does mean that attacking the supply line can cripple an otherwise capable and even, a "righteous" army at its "spear-point".  
So whether you cripple, slow it down sufficiently or co-opt it, the opposition wins. Sure the dedicated, including the elites (theorists, die-hard ideologues) on both sides "fight" as if they are the only ones who are relevant, who determine the outcome? Is this what happened?
While the "elites" talked over everyone's heads,  Trump fed "supply line" and camp followers and  "slowed" Clinton's. Clinton neglected the reality of it's own, assumed, presumed -  and lost. 
Plus: "talking over" works - if allowed, yes media.