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One of the first presidents to use the new medium of film was William McKinley-- actually, he had not yet been elected when a short film of him walking across the lawn with one of his aides was shown in theaters in 1896, and the public was amazed. Many had never seen a presidential candidate before, and they were impressed. During the 1920s, many candidates found that using another new medium, radio, helped them to campaign and get their message out over long distances. Calvin Coolidge, though known as "Silent Cal," actually used radio a number of times, and radio editors praised him for sounding sincere and relatable, even if he lacked a "radio voice" (by most accounts, his speaking voice was nasal, but he was good-natured about it, and the public seemed to like his radio talks). Speaking on the radio could definitely influence public opinion, as those politicians with effective speaking styles quickly discovered. One good example is how the public formed a positive impression of Franklin Delano Roosevelt, based largely on his "Fireside Chats," which made listeners feel he was speaking directly to them and giving them comfort during the Depression's darkest times.

In the television era, presidents have used TV speeches to persuade the public about the need for the U.S. to go to war, or to promote certain policies of their administration. And every president has used TV to criticize political opponents. And as Roosevelt did during the 1930s, presidents in the television age have also gone on TV to reassure the public during a time of crisis, such as when President Reagan spoke to the nation after the Challenger disaster.

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Q: How may the presidency use the media to influence public opinion?
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