His successors followed suit, and they discovered and employed new ways of transmitting their message to the people in an effort to gain public support for policy initiatives. Roosevelt, who had always excelled at cultivating good relationships with the print media, eagerly exploited this new opportunity as he took his case to the people with the concept of the presidency as bully pulpit, a platform from which to push his agenda to the public. Theodore Roosevelt came to the presidency in 1901, at a time when movie newsreels were becoming popular. ![]() Only when it came to diplomacy and war were presidents able to exercise authority on their own, and even then, institutional as well as political restraints limited their independence of action. But even that presidential power began to decline with the emergence of civil service reform in the later nineteenth century, which led to most government officials being hired on their merit instead of through patronage. Rather, most presidents exercised the power of patronage (or appointing people who are loyal and help them out politically) and private deal-making to get what they wanted at a time when Congress usually held the upper hand in such transactions. Grant cultivated a relationship with popular cartoonist Thomas Nast, who often depicted the president in the company of “Lady Liberty” (b) in addition to relentlessly attacking his opponent Horace Greeley. Here, Lincoln poses with Union soldiers (a) during his visit to Antietam, Maryland, on October 3, 1862. Most presidents gave speeches, although few proved to have much immediate impact, including Lincoln’s memorable Gettysburg Address.įigure 12.13 While President Abraham Lincoln was not the first president to be photographed, he was the first to use the relatively new power of photography to enhance his power as president and commander-in-chief. 37 Abraham Lincoln experimented with public meetings recorded by newspaper reporters and public letters that would appear in the press, sometimes after being read at public gatherings ( Figure 12.13). Grant, cultivated political cartoonist Thomas Nast to present the president’s perspective in the pages of the magazine Harper’s Weekly. Others promoted good relationships with newspaper editors and reporters, sometimes going so far as to sanction a pro-administration newspaper. ![]() Some presidents undertook tours of the nation, notably George Washington and Rutherford B. Inaugural addresses and messages to Congress, while circulated in newspapers, proved clumsy devices to attract support, even when a president used plain, blunt language. THE SHAPING OF THE MODERN PRESIDENCYįrom the days of the early republic through the end of the nineteenth century, presidents were limited in the ways they could reach the public to convey their perspective and shape policy. Moreover, the modern era of information and social media empowers opponents at the same time that it provides opportunities for presidents. However, the choice to “go public” does not always lead to political success it is difficult to convert popularity in public opinion polls into political power. Presidents now have far more tools at their disposal to shape public opinion and build support for policies. Over time, as radio gave way to newer and more powerful technologies like television, the Internet, and social media, other presidents have been able magnify their voices to an even-larger degree. ![]() Franklin Roosevelt, while not the first president to use the radio, adopted this technology to great effect. With the advent of motion picture newsreels and voice recordings in the 1920s, presidents began to broadcast their message to the general public. ![]() Explain how the role of first ladies changed over the course of the twentieth century.Identify ways in which presidents appeal to the public for approval.Explain how technological innovations have empowered presidents.By the end of this section, you will be able to:
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