Television and Presidential Popularity in America

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Abstract
Presidential approval ratings are a frequently used barometer of performance and popularity. However, despite recognition of the media age in which we live, little work has examined the impact of television on presidential popularity. Using a 1980 and 1984 television content study, panel data from the 1980 National Election Study and rolling cross-sectional data from the 1984 Continuous Monitoring Study, I compare two American presidents (Jimmy Carter and Ronald Reagan) commonly seen as having different effectiveness on television. While media effects were not uniformly present during the two presidencies, there was some evidence that television harmed popularity, particularly when the content of news stories and commentary turned negative. I conclude by discussing the ramifications of these results for presidential strategies based on ‘going public’.