The Patient Protection and Affordable Care Act came into existence
at a time when the president's ability to lead the public was in
question, political polarization had intensified, and the media
environment appeared ever more fragmented, fast-moving, and
resistant to control. Under such circumstances, how can
contemporary American presidents such as Barack Obama build and
maintain support for themselves and their policies, particularly as
controversies arise? Using case studies of major contests over how
key elements of the Affordable Care Act would be framed, and
analysis of how those frames fared in influential and popular U.S.
news sources, Hopper examines the conditions under which the
president can effectively shape public debates today. She argues
that despite the difficult political and communications context,
the president retains substantial advantages in framing major
controversial issues for the media and the public. These
presidential framing advantages are conditional, however, and
Hopper explores the factors that help make presidential frames more
or less likely to gain hold in the news today. More so than in the
past, an element of unpredictability in this news environment means
that in pursuing favorable messaging, the president and his
surrogates may also generate some unintentional consequences in how
issues are portrayed to the public. Presidential frames can evolve
with unfolding events to take on new meanings and applications, a
process facilitated alternately by supporters, opponents, and media
actors. Still, media figures and political opponents remain largely
reactive to presidential communications, even as some seek to
publicize and exploit weaknesses in the administration's
narratives. A close look at these recent cases casts new light on
the scholarly debate surrounding the president's ability to
persuasively communicate and challenges conventional wisdom that
the 21st century media largely present an unmanageable news
environment for the White House. Presidential Framing in the 21st
Century News Media engages with current events in American
politics, focusing on the Obama Administration and the Affordable
Care Act, while also reflecting upon the state of the American
presidency, the news media, and the public in ways that have
substantial implications for all of these actors, not merely in the
present, but into the future, making it a compelling read for
scholars of Political Science, Media Studies, Communication
Studies, and Public Policy.
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