The Mass Media and Presidential Popularity

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Abstract
During the first three years of the Nixon administration, the President's popularity in the Gallup Poll was found to be related both to the content of daily press coverage of the President and to the number of times he appeared on television. These findings support the argument that studying the mass media provides an important means of examining the exercise of presidential power. While further research is necessary to determine the impact of presidential media appearances on his popularity, this study is the latest in a number showing the impact of the daily news on the President's fortunes in the polls.

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