The President and Surrogate Spokespeople
The president of the United States functions as the head of government, but his views, programs, and policies are often articulated by members of the Executive Branch. Included in the Executive Branch are the various Cabinet level departments which are headed by individuals appointed by the president and confirmed in their positions by the U.S. Senate (Janda, Berry, & Goldman, 1989). Through the various departments, e.g., State, Defense, Justice, Treasury, Homeland Security, the president acts to influence the policymaking process and to inform the electorate of his administrationÆs positions and actions (Janda, et al, 1989). In this essay, the use of these appointed executive branch surrogates and an unappointed, unofficial yet influential presidential surrogate in the case of the First Lady will be considered.
Early American presidents largely avoided engaging in public appeals or spectacles embracing what Cook (2002) characterizes as a nonplebiscitary conception of the institution. However, the contemporary presidency takes its message directly to the public, using appointees as surrogate spokespeople and also engaging pollsters, public relations specialists, press assistants, and the mass media itself in what Cook (2002) calls an ongoing or permanent and vigorous electoral campaign. Since 2001, when the United States was subject to a devastating terrorist attack, President George W. Bush has himself and through his surrogates has employed extensive travel, speechmaking, press conferences and other mass media events to affirm the viability of the administrationÆs policies in such areas as the war on terror, the invasion of Iraq, and the economy (Cook, 2002).
A number of key spokespeople can be identified who represent the Bush administration. These spokespeople include the First Lady, Laura Bush, Vice President Dick Cheney, Secretary of State Colin Powell, Defense Secr...