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When the President Goes Public: The Consequences of Communication Mode for Opinion Change

Kent Tedin, Brandon Rottinghaus & Harrell Rodgers
Department of Political Science

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 paper, we use an experimental design to test the effect of communication mode across issue types and groups. Using 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 our 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 non-core 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 (Forthcoming in Political Research Quarterly)