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Gauging Presidential Leadership: What He Says, and How He Says It

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Abstract:

Do presidents lead or follow public opinion? In this paper, I argue for a new approach to answer the question: a content analysis of presidential speeches, coding for a number of rhetorical features that should occur more frequently when the president perceives that public opinion may be difficult. To establish the validity of this method, I examine two cases from the Clinton Presidency in which the political context is well known. In the first, we see his efforts to lead the public by retreating from a key campaign promise of a tax cut for the middle class in the interest of deficit reduction. Two years later, Clinton followed the public, offering the “Middle Class Bill of Rights,” which promised an array of benefits to ordinary Americans. As predicted, Clinton’s rhetoric matched expectations – when he needed to lead, he used rhetorical techniques appropriate to do so, and when he did not need to lead, he did not speak in leading ways. The unorthodox method being advanced here is conceptually satisfying and methodologically promising, offering opportunities for new insight into the public presidency.

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clinton (208), public (136), would (98), presid (88), tax (83), poll (72), support (67), deficit (63), middl (61), lead (59), opinion (57), class (57), american (56), cut (56), one (55), speech (55), new (52), plan (49), polit (49), 1993 (45), propos (45),

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Presidency, Rhetoric
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Name: American Political Science Association
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MLA Citation:

Cunion, William. "Gauging Presidential Leadership: What He Says, and How He Says It" Paper presented at the annual meeting of the American Political Science Association, Marriott, Loews Philadelphia, and the Pennsylvania Convention Center, Philadelphia, PA, Aug 31, 2006 <Not Available>. 2011-03-13 <http://www.allacademic.com/meta/p151819_index.html>

APA Citation:

Cunion, W. E. , 2006-08-31 "Gauging Presidential Leadership: What He Says, and How He Says It" Paper presented at the annual meeting of the American Political Science Association, Marriott, Loews Philadelphia, and the Pennsylvania Convention Center, Philadelphia, PA Online <PDF>. 2011-03-13 from http://www.allacademic.com/meta/p151819_index.html

Publication Type: Proceeding
Abstract: Do presidents lead or follow public opinion? In this paper, I argue for a new approach to answer the question: a content analysis of presidential speeches, coding for a number of rhetorical features that should occur more frequently when the president perceives that public opinion may be difficult. To establish the validity of this method, I examine two cases from the Clinton Presidency in which the political context is well known. In the first, we see his efforts to lead the public by retreating from a key campaign promise of a tax cut for the middle class in the interest of deficit reduction. Two years later, Clinton followed the public, offering the “Middle Class Bill of Rights,” which promised an array of benefits to ordinary Americans. As predicted, Clinton’s rhetoric matched expectations – when he needed to lead, he used rhetorical techniques appropriate to do so, and when he did not need to lead, he did not speak in leading ways. The unorthodox method being advanced here is conceptually satisfying and methodologically promising, offering opportunities for new insight into the public presidency.

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Associated Document Available American Political Science Association

Document Type: PDF
Page count: 48
Word count: 14756
Text sample:
Gauging Presidential Leadership: What He Says and How He Says It William Cunion Mount Union College Do presidents lead or follow public opinion? In this paper I argue for a new approach to answer the question: a content analysis of presidential speeches coding for a number of rhetorical features that should occur more frequently when the president perceives that public opinion may be difficult. To establish the validity of this method I examine two cases from the Clinton Presidency
22) A1. “Two Cheers for the Middle Class.” 1995. U.S .News and World Report (January 23) 12. Waddan Alex. 2002. Clinton’s Legacy? A New Democrat in Governance. New York: Palgrave. Waldman Michael. 2000. POTUS Speaks: Finding the Words that Defined the Clinton Presidency. New York: Simon and Schuster. Weir Margaret. 2001. “The Collapse of Bill Clinton’s Third Way.” In New Labour: The Progressive Future? ed. Stuart White. New York: Palgrave. Woodward Bob. 1994. The Agenda: Inside the Clinton White


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