This might be the best explanation I've read about the roots of the Summer of Trump
Trump Is A Demon Of The Establishment’s Design
The circus that is the American election cycle has an added bit of flair this time. No, not the possibility of a female on the ticket. We had that buzz of excitement in 1984 and 2008. It is the spectacle of a self-promoting, billionaire blowhard taking the “Bulworth” approach towards a legitimate run for the presidency. Donald Trump has added spice to the 2016 presidential election cycle and in the slow, summer news season to excite cable news operatives. He has rocketed to the top of the polls, rustled Establishment jimmies, and caused conversations to take place that no one would expect.
As much as he is loathed by the Establishment, he is a demon of their design.
One point he makes is near and dear to my heart:
Trump has years of active Twitter use to get inside the media’s OODA loop and change the framing of any report. The media’s biased use of Twitter, as if it is the pulse of “the people” despite Twitter’s proven liberal and black demographic skew, allows Trump to use what is the equivalent of an Internet CB Radio to increase visibility and shape media coverage. The system has allowed Twitter to have an effect because Twitter is a leftist tool to shape narratives in the left’s favor.
Why do journalists love twitter and hate blogging?
Blogging was a direct attack on MSM hegemony at both the micro (fisking) and macro levels (explanation space). I just don't see Twitter as the same threat. It is a flood of unmemorable chatter that is easy to ignore. Blogging had the potential to break the power of the MSM guild. Bloggers, at their best, presented arguments. Arguments can both change minds on the immediate subject and undermine the credibilty of those establishment pundits who present weak cases on a regular basis. (Yes, i'm looking at you Brooks and Frum).
At a minimum, blogging brought a lot of outsiders to the pundit/editor game. Twitter seems more useful as a way for insiders like Kurtz to extent their brand and magnify their voice.