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Chapter 1. Introduction: George H. W. Bush and the Public Presidency
- Texas A&M University Press
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cHAPter 1 introduction George H. W. Bush and the Public Presidency When Pres. George H. W. Bush left office in January 1993, much was left to be determined about his legacy. Presidential legacies are often built not only on issues of substance, such as domestic, economic, and foreign policy achievements, but also on issues of style, such as a president’s approval ratings and ability to connect with the American public.As Ronald Reagan’s successor,Bush is remembered as a president who sought to“stay the course”in terms of policy while distancing himself from the stagecraft and public relations strategies of the Reagan years.But,as Bush discovered during his one-term presidency, continuity coupled with mediocre communication skills does not make for a strong public image as an effective and active leader in the White House. As it continues to evolve, the Bush legacy in terms of his style and public leadership skills has already and will continue to be heavily influenced by the fact that Bush, a one-term president, held office following Reagan and preceding Bill Clinton, both two-term presidents who were dynamic and skilled communicators. On issues of substance,the Bush legacy has benefitted from time and distance from his years in office as he has crafted a strong image as an elder statesman in his post–White House years. His prudence and caution as president , particularly in regard to foreign policy issues, is also remembered more longingly when contrasted with the worldview of son George W. Bush’s two-term administration. This suggests that the long-term view of even a president who loses his reelection effort and is not immediately considered a success can be rehabilitated through both hindsight and the missteps of his successors in office. While many facets of the Bush years provide much for presidency scholars to assess and analyze, it is the role of the public presidency that is considered here.Much can be learned from studying the public presidency of Bush, including his relationship with the press, the communication strategies employed by his advisors, the role of public opinion polling 2 : cHAPter 1 within the Bush White House, and how these issues shaped and defined his image as a leader. Understanding Bush’s public leadership is essential in order to fully comprehend the significance of the Bush years during an age when the mass media played, and has since continued to play, such a crucial role in governance.Many presidency scholars have already weighed in with their opinions about Bush’s successes and failures (mostly the latter ) in the area of presidential leadership.However,a better understanding of Bush’s public leadership is necessary to place his years in the White House within their proper political perspective. Two important volumes have been written on specific aspects of the Bush public presidency—The Press and the Bush Presidency by Mark J. Rozell and The Rhetorical Presidency of George H. W. Bush edited by Martin J. Medhurst. Further study in these areas, as well as others related to White House communication strategies, can provide a wealth of data and knowledge regarding Bush’s presidency. A consensus among scholars and political commentators alike seems to exist that Bush was, at best, a mediocre communicator.While he brought a strong resume to the Oval Office, which included his experience as vice president, CIA director, U.S. ambassador to the United Nations, ambassador to China, head of the Republican National Committee, and two terms in the House of Representatives,he lacked the public connection that Reagan had so skillfully used to his governing advantage.Given the general agreement on this topic—that Bush was not a strong communicator—why bother to take a closer look at the public aspects of his administration? It is important to understand the public aspects of the presidency,particularly within the context of our media-driven political environment, whether or not the president is seen as a successful communicator. Presidents and their advisors have been implementing public strategies as part of the day-to-day governing process now for decades,and understanding the role that this plays in presidential decision-making,governance,and leadership helps to explain one of the crucial ways in which presidents are, rightly or wrongly,judged.In the broader sense,this book discusses the importance of the public presidency and its impact on presidential leadership. The specific purpose is to place the Bush years in the proper context of how presidential leadership...