From Private Consultation to Public Crusade: Assessing Eisenhower's Legislative Strategies on Foreign Policy

Even though nationally televised addresses provide the president the opportunity to speak directly to the American people and are a potentially powerful tool for influencing public opinion, scholars have little understanding of the people the president speaks to when he delivers televised addresses. This study examines the audience for televised presidential addresses. Specifically, it looks at the size of the audience for televised addresses, the differences between people who watch televised addresses and those who do not watch, and explains why some people watch the addresses while others do not. To answer these questions I use a unique set of national opinion surveys conducted by Richard Wirthlin, who served as Ronald Reagan's pollster throughout Reagan's years as president. I find that even though televised addresses are given on network television, the president is not assured a large television audience. Moreover, I find that there is a difference between people who watch televised addresses and those who do not, and that the demographic characteristics, personal concerns, and especially the political participation of a person explain why people watch or do not watch televised addresses.