Presidential  Communication

The presidency has been enhanced beyond its expressed constitutional powers. 

Explain how communication technology has changed the president’s relationship with the national constituency and the other branches. 

The communication impact of the presidency can be demonstrated through such factors as: 

Modern technology, social media, and rapid response to political issues 

Nationally broadcast State of the Union messages and the president’s bully pulpit were used as tools for agenda-setting 

Abraham Lincoln grasped the significance of perception: "Perception is everything," he famously stated. Political scientists note that a significant trend in the modern presidency is the rise of the plebiscitary presidency, with presidents actively campaigning to boost legislative agendas. Teddy Roosevelt referred to it as his bully pulpit. Nowadays, presidents use public speeches, polls, nationwide travels, and social media to influence the national agenda. The constant demand for public persuasion and communication technology has reshaped the president's relationship with the public and other government branches.

Edward Corwin, a political scientist, based presidential power on the limited formal authorities outlined in the U.S. Constitution. Conversely, Richard Neustadt argued that presidential power lies in utilising informal powers, allowing presidents to steer policy through persuasion. Presidents impact government outcomes by negotiating with policymakers and securing public support through high-profile events. Recent presidents have increased their travels, delivered more speeches, appeared on popular TV shows, and used various social media platforms. Public approval grants presidents influence, enhancing their power and altering their interaction with the nation and governmental branches.

The Constitution obliges presidents to deliver an annual State of the Union address, traditionally a key agenda-setting moment. Although still important, the 24/7 media landscape enables presidents to push diverse agendas daily. Media outlets cover their travels, while speeches are broadcasted on TV and shared on social media. Platforms like Facebook and Twitter make presidential actions and statements constantly visible, allowing them to shape narratives and build public approval to advance political goals.

There are numerous examples of presidents setting agendas this way. Woodrow Wilson believed that if a president could accurately interpret and assert national thought, he would be irresistible. Ronald Reagan excelled in these skills, earning the nickname "The Great Communicator." Bill Clinton, however, was particularly astute in using public opinion to empower his presidency. His 1992 campaign introduced a "war room" to coordinate activities, a concept carried into his White House operations to manage agendas and political battles. Although not all battles were won, Clinton's high public approval helped him fend off Republican challenges during his sex scandal. Presidents clearly use communication technology to sway essential audiences.

Michael Novak observed that reforming the presidency involves addressing the president's symbolic power over reality. Teddy Roosevelt had his bully pulpit; Obama had Snapchat; Trump had Twitter. Presidents uniquely push political agendas by highlighting national priorities and urging policymakers to act. The Founding Fathers envisaged an active chief executive but wouldn't have foreseen a presidency shaped by public opinion or the influence of the Internet. Communication technologies and social media have transformed the bond between citizens and their government.