The President and Mass Media and Public Opinion Session 35

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The President and Mass Media and Public
OpinionSession 35
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Intro

• Public Prestige influences decisions of others
  in the process members of Congress, state
  governors, journalists, diplomats . . . .
• Going public is the attempt to shape public
  opinion
• Presidents must do this continuously

3
Public Attitudes toward the Presidency

• The president is the focus of public attitudes in
  many different areas morality, policy,
  community, etc.
• Presidents meet psychological needs
• Cognitive aid
• Outlet for feeling
• Vicarious participation
• National unity
• Stability and predictability
• Lightening rods

4
Symbolic Dimensions of the Presidency

• Libraries as shrines or affirmations of national
  virtues
• Inauguration
• State of the Union
• Respect for the presidency, beyond the president
• Ceremonial chores
• Collectively, these beliefs about the presidency
  provide the incumbent with a remarkably durable
  base of popular support

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Developing Attitudes toward the President

• Political socialization in childhood the
  president is viewed as both powerful and
  benevolent
• Cognitive
• Affective
• Variation in attitudes of children by time and
  region

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Tracking Public Opinion

• Public polls
• Private polls
• Decay Curve
• Early action is crucial
• Rally Around the Flag

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Rallying Public Support

• The Rise of the Public Presidency
• Presidential Appeals
• Appeals by Surrogates
• Targeted Communications
• Presidents and Interest Groups
• Presidents and Political Parties

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The President and the Media
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The President and the Media

• The Presidential Media
• The White House Press Office
• The White House Office of Communications
• Presidential Press Conferences

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Conclusion

• Conflict or Collusion?
• The Permanent Campaign