The Ubiquitous Presidency in Its Contexts
Across six American presidencies, this chapter introduces and examines three key contexts within the broader socio-technological environment that intersect with the goals of presidential communication: accessibility, personalization, and pluralism. First, it defines accessibility based on where the president appears and how the president chooses to engage with audiences. This section tracks the frequency and type of media interviews presidents grant and how the White House website has evolved to include various degrees of interactivity. Second, this chapter reviews personalization and its significance, including techniques of informality and disclosure. This section chronicles how symbolic presidential behaviors disclose aspects of personality. The chapter concludes by discussing pluralism in terms of growing multiculturalism and heightened salience of group identity in the United States. This section analyzes communication that references pluralism or prejudice, awardees of the Presidential Medal of Freedom, and the frequency with which presidents grant interviews to media outlets marketed to minority audiences.