Understanding Presidential Rhetoric

Abstract

In order to gain a perspective on the factors which shape presidential rhetoric, this article focuses on Lyndon Johnson's public statements about Vietnam during the final 18 months of his presidency. A model of the dynamics of Vietnam decision-making is formulated, and shifts in the "hawkishness" of presidential statements are seen as products of policy evolution. The content of presidential statements is also hypothesized to reflect the nature of the audience being addressed the importance of the statement, and mass media coverage. Analysis of the data (in the form of paragraphs coded from 77 separate presidential addresses) reveals strong support for policy flow and audience as shapers of presidential rhetoric.