The Ubiquitous Presidency: Toward a New Paradigm for Studying Presidential Communication

Abstract

The rhetorical presidency—a deeply influential paradigm for understanding presidential communicative governance—has been disrupted by dramatic changes in the U.S. electorate, the media environment, the goals of public appeals, and the nature of political content. To address the rhetorical presidency’s limitations with regard to current presidential communication practices, we conceptualize and offer a preliminary test of a new paradigm: the ubiquitous presidency. This paradigm argues that modern presidents cultivate a highly visible and nearly constant presence in political and nonpolitical arenas of American life by being accessible, personal, and pluralistic.