Portal de Periódicos da CAPES

When the President Goes Public

2010; SAGE Publishing; Volume: 64; Issue: 3 Linguagem: Inglês

10.1177/1065912910370685

1938-2758

Kent L. Tedin, Brandon Rottinghaus, Harrell R. Rodgers,

Media Studies and Communication

Evidence is mounting that presidents find difficulty in leading public opinion. However, focusing on presidential ability to lead mass opinion may underestimate the degree to which presidents are able to rally key groups on political and personal characteristics. In this article, the authors use an experimental design to test the effect of communication mode across issue types and groups. From three of President Bush’s speeches on Iraq (the State of the Union, an Oval Office address, and a press conference), the data show that by going public the president can influence political opinions across certain issue types and groups. Among the findings are that the groups most affected by the president’s speeches are not always his core constituency but often his putative opponents. However, this opinion change by the noncore groups is often limited to direct presidential addresses and evaluations of the president’s personal qualities. The implication is that writing off presidential leadership as totally ineffective may be as yet premature.