By Jeffrey E. Cohen
Going public to achieve aid, in particular via reliance on nationwide addresses and the nationwide information media, has been a valuable tactic for contemporary presidential public management. In Going neighborhood: Presidential management within the Post-Broadcast Age, Jeffrey E. Cohen argues that presidents have tailored their going-public actions to mirror the present realities of polarized events and fragmented media. Going public now involves presidential focusing on in their occasion base, curiosity teams, and localities. Cohen makes a speciality of localities and provides a idea of presidential information administration that's established utilizing a number of new info units, together with the 1st large-scale content material research of neighborhood newspaper assurance of the president. The research reveals that presidents can impact their neighborhood information insurance, which, in flip, impacts public opinion towards the president. even though the post-broadcast age offers hurdles to presidential management, Going neighborhood demonstrates the effectiveness of unique presidential appeals and offers us with a sophisticated realizing of the character of presidential management.
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Additional resources for Going Local: Presidential Leadership in the Post-Broadcast Age
Sample text
Bush’s faith-based initiative can be viewed in this light. The faith-based initiative aimed to allow church-based groups to deliver public social services, rather than rely exclusively on governmental bureaucracy, the long-standing practice. Bush seemingly had several possible motivations here beyond the policy benefits that he argued would be derived from such a program. 46 going local First, the faith-based initiative would organize groups that previously had not been politically engaged. Many of the local organizations that would participate in this effort had no ties to other religiously oriented segments already aligned with the Republican Party.
The age of broadcasting can be characterized as one in which a few news outlets, primarily the three major television networks and several national newspapers, the New York Times and the Washington Post, dominated the news agenda and provided the public with the bulk of its news about national political affairs. Because of limited television viewing choices, the audience for television news and presidential addresses (Baum and Kernell, 1999) was also quite large. 6 First, the arrival of new technologies of communication, such as cable television and the Internet, effectively competed with the broadcast networks, altering the television viewing and news habits of Americans.
To that end, presidents increased White House resources by adding staff, especially experts in the arts and sciences of publicity. context and presidential leadership styles 23 Kernell identifies several types of going public activities, such as delivering major presidential addresses to the nation on prime-time television broadcasts, offering minor addresses to narrower and more select audiences, traveling around the nation and the globe, and appearing in public (which usually entails speaking to an audience).
