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The Two Rhetorical Presidencies

An Analysis of Televised Presidential Speeches, 1947-1991

Frostburg State University

This research provides an empirical analysis of the determinants of "going public," defined here as a presidential strategy to promote policy initiatives by appealing for public support or calling for congressional action. The study is based on a content analysis of all major discretionary televised speeches delivered by presidents between 1947 and 1991. The results indicate that there are two rhetorical presidencies—one for foreign policy and one for economic policy. When presidents speak to the nation on the economy, they tend to ask for the public's support, call on Congress to pass legislation, and appeal to citizens to contact their representatives on behalf of the White House. Foreign policy broadcasts are negatively correlated with these appeals. These findings suggest that the "two presidencies" thesis can be applied productively to areas other than presidential success rates in Congress as measured by roll call votes.

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