The Public Presidency Communications and Media

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In the chapter entitled “The Public Presidency Communications and Media,” Matthew Eshbaugh-soha argues that media coverage is extremely essential for presidential governance. However, it is challenging to control and adjust to serve presidential purposes, for it is driven by different motives. A president’s goal is to increase coverage surrounding him to obtain support for his policies, while the media wants to sell the best headlines to increase their profit. Eshbaugh-soha argues that even though presidents have developed different tactics to maximize their media coverage, they often face failures in doing so. In this chapter, Eshbaugh-soha analyzes the different mythologies, through which presidents attempt to increase their communication with the public. He accomplishes that by examining specific examples and statistics from different presidential eras, as well as these mythologies’ successes and limitations overall. Since the presidential goal is to lead the public opinion, the media’s aid is needed in order to reach out for the people and persuade them with any desired adjustme...

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