Pitching the Presidency

This unique study focuses upon a specific component of American presidential rhetoric--how presidents depict the office--and relates that rhetorical tactic to broader questions of politics, public opinion, political symbolism, and presidential power. The work analyzes this specific rhetorical component longitudinally, examining a president's depiction of the office during the presidential campaign, throughout his term in office, and after leaving office. By presenting and analyzing generous examples of presidential rhetoric--from Lyndon Johnson through Bill Clinton--Zernicke offers a revealing look at the symbolic power of the presidency and the use of that power in political terms.

The "President" and Rhetoric
The Public Meaning of the Presidency
Presidential Rhetoric
Presidents on the Presidency
Lyndon Baines Johnson: The Martyred President
Richard M. Nixon: The I Don't Get No Respect Presidency
Jimmy Carter: The People's President
Coming Around Again: Reagan to Clinton, Can the Cycle Be Broken?
Primary Sources For Analysis
Selected Bibliography
Index