The American President has perhaps the most challenging and difficult job in the world. The decisions he makes affect not only every single American but also most of the other citizens of the world. Because this country was founded with the principles of free speech, the American President must take these monumental decisions under the intense scrutiny of the media. Indeed, it may be fair to say that, to some extent, White Houses rise and fall depending on their relationship with the media. Because ônews is drama, and drama thrives on conflictö (Maltese 1), the press has an inherent interest in portraying differences of opinion within an administration as conflict. In order to minimize this, every President since Richard Nixon has maintained an office of communications to manage the media. No President in recent history, however, has managed the media as effectively as George W. Bush. During the run up to the Iraq war and as the war has played out, the Bush White House has continually managed to be one step ahead of its critics and has wielded the press room like a scalpel to propound its message. However, as BushÆs second term unfolds cracks have arisen in the White HouseÆs media management as it has pushed its domestic priorities, which have been increasingly questioned by journalists and the public at large. This essay will explore the historical role of the Office of Communications, its modern functioning, how it has operated thus far in the George W. Bush administration, and what it will need to do in order to continue to work effectively during the PresidentÆs second term.
The Origins of the Office of Communications
With the advent of television in the early 1950s, the media had been increasing its impact on American life, and politics, for two decades. Richard Nixon lost the now-famous 1960 presidential debate with John F. Kennedy largely due to his unkempt appearance and unfortunate choice of a grey suit ...