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Congress and the Media
Congress and the Media
Beyond Institutional Power
C. DANIELLE VINSON
F U RMAN U N IVERSIT Y
1
1
Oxford University Press is a department of the University of Oxford. It furthers
the University’s objective of excellence in research, scholarship, and education
by publishing worldwide. Oxford is a registered trade mark of Oxford University
Press in the UK and certain other countries.
9 8 7 6 5 4 3 2 1
Printed by Bridgeport National Bindery, Inc., United States of America
In memory of my grandmothers, Bertha Vinson and Cornelia Hutto,
for St. Louis Blues, chocolate meringue pie, and all
the other joys of life they shared with me.
CONTENTS
List of Illustrations ix
Acknowledgments xi
Appendix 203
Notes 207
References 223
Index 229
LIST OF ILLUSTRATIONS
TABLES
FIGURES
At times research and writing can seem like a very solitary venture. But
looking back over the years of data collection, analysis, and writing that
went into this book, I find a lengthy list of folks whose contributions, large
and small, helped make this project possible.
My interest in Congress and media was sparked by the writing of Tim
Cook, who took an interest in the ways and reasons members of Congress
used the media well before most people thought it was important. His
idea that politicians use the media to compensate for their institutional
weaknesses provides the theoretical foundation for much of my research.
Content analysis of the kind I have undertaken is not possible with-
out capable research assistants. I am indebted to many of my students at
Furman University for their work on this project over the years. Students
in my two sections of Media and Politics in winter 2005 compiled and
provided initial coding of the transition-year data as part of their research
assignment for that class. Whitney Goodwin, Susan Williams, Megan
Remmel, and Joe Watson all served as summer research assistants work-
ing on data collection and coding for various parts of the book. Megan
also helped write Chapter 5. Meredith Toole assisted with intercoder reli-
ability. Administrative assistant Amy Cockman also helped collect data.
Students Meghan Kelly and Hannah Haas introduced me to Twitter and
Facebook, and Hannah provided the initial content analysis of congres-
sional twitter use for Chapter 4.
xii Acknowledgments
Introduction
Congress Goes Public
In 1981 Congress began its traditional Easter recess with major budget
and tax battles between Republican President Ronald Reagan and the
Democratic majority in the House of Representatives looming ahead.
There were fundamental differences in the policy proposals of the presi-
dent and the Democratic congressional leaders. Before the break, Reagan
gave a public address on his budget plan. During the recess, he contin-
ued to speak out on his proposed budget cuts, sent friendly members
of Congress to hold news conferences on the issue in places where the
president was personally popular, and lobbied members behind the
scenes. Meanwhile, House Speaker Tip O’Neill, whose Democrats sol-
idly controlled the House, spent the recess in Australia and New Zealand.
When congressional members reconvened, the public had heard Reagan’s
message and, in key parts of the country, supported it, and conserva-
tive Democrats, feeling the public pressure, did not hesitate to abandon
their own silent party leadership to support the president, giving him his
first major victory in Congress. When asked if “he should have stayed
home and mobilized opposition to the President’s budget,” the Speaker
replied, “Who the hell knew that was going to happen while I was in
New Zealand?”1
2 C ongress and the M edia
But these stories also reveal that Congress does eventually catch on and
evolve. At least partly in response to the budget disaster, Speaker O’Neill
began holding daily press conferences that often included harsh attacks
on President Reagan.6 And the second story shows that by 2001, Congress
clearly had learned the value of using the media to influence policymaking.
Indeed, party leaders and individual members of Congress devoted con-
siderable resources to media relations designed to attract and shape news
coverage. Today, trying to influence media coverage is integral to both
presidential and congressional efforts to shape, pass, and even implement
policy. Although there is extensive research on the president’s public strat-
egies in policymaking,7 surprisingly little has been written on Congress
going public. The purpose of this book is to understand more about the
evolution of going public in Congress over the last forty years and how
political circumstances affect members’ decisions to use the media and
their ability to attract coverage to influence policymaking. Particularly,
it examines how members have used public strategies to move beyond
their institutional powers to supplement their formal powers and even
overcome institutional weaknesses to influence national debates and
policymaking.
Although the phrase “going public” has most often been used to describe
the president’s efforts to use the media to influence the policymaking pro-
cess, the concept of public persuasion and its importance in the realm of
politics is not original to modern American presidents. In Plato’s Gorgias,
Socrates and Gorgias discuss rhetoric as an important tool for persuasion
and thus as essential for exercising power in a democracy.11 Going public
through the media merely expands the audience for political rhetoric.
Although going public to persuade is most closely associated with the
presidency in American politics, the concept is not foreign to Congress.
Typically, we think of members of Congress communicating with constit-
uents for re-election purposes, claiming credit for what they have done for
Introduction 5
Why Go Public?
The media have arguably become a political institution in their own right
as the routine decisions reporters make about what is news and how to
cover it affect political behavior and outcomes. Recognizing the media’s
central role in politics, Cook hypothesizes that political officials use the
media to compensate for their own institutional weaknesses.19 That is,
they turn to the media to help them do what they cannot accomplish
through their formal powers. This theory has the potential to explain the
interest in the media for both Congress as an institution and also indi-
vidual members of Congress, and it may offer insight into variations in
congressional use of the media over time as power within Congress shifts
with changes in rules and the political environment. Developments out-
side of Congress and within it over the last forty years have created not
only disadvantages, weaknesses, or problems for Congress, its leaders,
and rank-and-file members but also opportunities that may have encour-
aged congressional members to turn to the media to help cope with these
challenges.
educating the public and reaping the potential benefits of shaping media
coverage.
Members of Congress may especially find public opposition to the
president necessary when their own institutional powers fail to put them
on an equal footing with the president to shape policy. This is particu-
larly true in the realm of foreign policy, where the president’s formal pow-
ers are considerable in comparison to Congress’s. Members of Congress
may try to influence the president’s foreign policy, especially his use of
military force, by taking public stands, conducting investigative hearings,
publicly opposing the president, and introducing or debating legisla-
tion even when it has little chance of passing, all in an effort to influence
both domestic and international public opinion.32 Even during the ini-
tial stages of military conflict, when public opinion is often supportive
of the president, scholars have found more media coverage of criticism of
the president than praise as members of Congress attempt to influence the
president’s policy and subsequent levels of public support the president is
able to obtain.33
In the realm of domestic issues, members of Congress often have more
formal powers to influence policy, but they still find it useful to go public
in opposition to the president. Understandably, those who are not in the
president’s party may choose to publicly oppose his policy proposals. In
fact, if the opposition party is in the minority, it may have few formal
powers to block the president’s initiatives and thus may rely heavily on
the media to generate public opposition to the president.34 But members
of the president’s own party also oppose him publicly, though possibly for
different reasons. One scholar noted that the president’s own party was
as likely to be a source of opposition as the other party over time, par-
ticularly when it was in the majority in Congress,35 and others found that
the president gets more public criticism than praise from his own party
even though members of his own party are usually highly supportive of
his proposals when it comes to voting for them in Congress.36 These find-
ings suggest that members of the president’s party may publicly oppose
his policies in an effort to change them before they are actually voted on
in Congress.
Introduction 9
While going public is a way for members to cope with increasing individu-
alism and polarization in Congress, it may also be the natural progression
of changing norms in Congress and a new kind of member of Congress.
Today’s congressional members (think Senators Ted Cruz of Texas and
Elizabeth Warren of Massachusetts) are often not content to wait until
they have sufficient formal power to have an impact on policy. They are
less willing to defer to seniority and committee chairs, and the plethora of
media outlets allows both individuals and parties to take more initiative to
accomplish their goals even when their formal powers are limited. Many
of today’s members are media-savvy individuals who see going public as
one more tool to influence policy and enhance their own credibility in a
policy area.51 We see them using the media to supplement their formal
power in several ways.
12 C ongress and the M edia
action. In the long term, many members find that getting coverage in
conjunction with a particular issue is a way “to establish themselves as
‘players.’ ”66 If the media view them as credible spokespersons on an issue,
others in Congress may be more likely to involve them on that issue to
enhance their own credibility.
Another situation in which members need to supplement their formal
powers through going public may be their efforts to influence action in
the other house of Congress. The only formal process involving members
of both the House and Senate is the conference committee. But before
legislation can get to conference, it must be acted on in both houses, and
individual members have no formal power to force the other house of
Congress to act. Thus, going public to gain support for action may be the
best way to pressure the other house to act. Congressman Dan Lipinski
(D-IL) acknowledged using this tactic when he and Congressman Bob
Inglis (R-SC) held a press conference with Senator Lindsey Graham (R-
SC) after the passage of their H-Prize legislation in the House primarily to
build support and pressure the Senate to pass the bill.67
Deciding to Go Public