Presidents like to think their administrations are based on big ideas, effective policies, and personal charm. But in large part the essential ingredient to their success is image--how they convey themselves to the public and how they communicate their goals to the country.
President Bush (news - web sites) and his strategists know this, and their use of stagecraft is among the best of the modern era. Throughout the past four years, the president's handlers have surrounded him with the kind of visuals that the camera finds irresistible--scenes of American flags, soldiers, kids, admiring faces, and backdrops of signs and slogans reinforcing a theme of the day--economic prosperity, for instance, or victory in the war on terrorism.
Beyond all that, Bush's presidency has benefited from two iconic images. One was the picture of him standing with a bullhorn amid the rubble of the World Trade Center after 9/11, the other of Bush in a flight suit swaggering across the deck of an aircraft carrier after a dramatic landing in a Navy jet. Clearly, one of the president's goals, one that helped him win a second term, is to project an image of strength and resolve.
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