This paper examines the direct, short-term effect of presidential communications on policy preferences. Using panel studies and post-speech surveys, I demonstrate that following a speech, public opinion changes in the direction of the president. This effect is strongest among people who watch the president. While the number of people who tune to the president may be small, indeed getting smaller over time, it is composed of people who participate in the political process, are more likely to affect it, and therefore are of interest to opinion leaders. The findings reveal that presidents are effective leaders of public opinion.
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