Happy presidents : an analysis of how American presidents have communicated to the people making use of the available media channels of their era - Franklin D. Roosevelt, Ronald Reagan, and Barack Obama as successful communicators

Abstract

The thesis looks at the strategies American presidents have used to communicate with the public in relation to the available media channels. Franklin D. Roosevelt, Ronald Reagan, and Barack Obama are used as examples of successful communicators. In addition the thesis looks at the development of the mass media in the United States as well as its effects on the presidency. The president of the United States is very much a symbolic figure because of the multiple roles he performs. The public’s impression of the president is important, first in order for the candidate to get elected, then for the president to keep the job, and later to maintain a good reputation after the job is done. Image-making is dependent on a successful media strategy, but it is also affected by circumstances, unexpected turns of events, the press, the bloggers (today), and charisma. Franklin D. Roosevelt took over the presidency during a time of depression and served for three full terms. It was important for Roosevelt to restore the confidence in the people, and one way of relating to the public was through his fireside chats on the radio. Ronald Reagan’s presidency signaled the beginning of a new era in American politics. Reagan symbolized optimism and a new and controversial political agenda, especially when it comes to the economy. It is said that Reagan was born to be on TV and he is widely perceived as the first successful TV-politician. The ambiguity of Reagan’s popularity as a person in contrast to considerable opposition to his politics is particularly relevant to the study of image-making of a president. Barack Obama is the sitting president of the United States, and considering his limited time in office he is perhaps best understood at this point in time as a candidate. Obama was labeled a “rock-star” politician early in his political career and quickly achieved a celebrity status. The campaign was a result of great grassroots organization and successful fundraising, especially by making use of the Internet. President Obama promised change and “yes we can” proved to have resonance in the American public. The development of the mass media has created increased communication as well as immediate communication. This development forms both challenges and increased possibilities when it comes to the image-making of the president who forever strives to connect to the public.