Includes bibliographical references (p. 255-293) and index.
Contents:
pt. 1. Moving the public -- The permanent campaign : why does the president go public? -- Presidential persuasion : does the public respond? Part I -- Presidential persuasion : does the public respond? : Part II, Ronal Reagan. pt. 2. The messenger -- Charisma and personality : does the messenger matter? -- The politics of veneration : do the people defer? -- pt. 3. The message -- Disseminating the message : can the president focus the public's attention? -- Framing the message : can the president structure choice? -- pt. 4. The audience -- Receiving the message : is anyone listening? -- Accepting the message : can the president overcome predispositions? -- pt. 5. Conclusion -- Going public in perspective : what should the president do?
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