My view is much more simplistic. Hillary is just not a very likable person. Charisma, of which she has none, goes a long way in presidential elections. Her husband dripped with it. His successor, Bush, had some in his early campaign, and Obama is one of the most charismatic I've ever seen.
"Van Jones described it as a #whitelash which is a pretty good description." I think it was more middle-class-working-person-tired-of-being-ignored-and-told-what-to-do-without-consultation...lash.