Includes bibliographical references (p. 255-293) and index
The permanent campaign : why does the president go public? -- Presidential persuasion : does the public respond? pt. I -- Presidential persuasion : does the public respond? pt. II. Ronald Reagan -- Charisma and personality : does the messenger matter? -- The politics of veneration : do the people defer? -- Disseminating the message : can the president focus the public's attention? -- Framing the message : can the president structure choice? -- Receiving the message : is anyone listening? -- Accepting the message : can the president overcome predispositions? -- Going public in perspective : what should the president do?