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Presidential Communication is the first book to combine a study of the presidency with communications. First it builds a base for the rhetorical presidency--what it means and how it works--and why an Approach based on an analysis of presidential rhetoric and persuasion works better than others to uncover the essential nature of the office. The authors also examine the presidency from the major areas of concentration traditionally found in communications scholarship. The theoretical discussion is reinforced with case studies drawn from recent history.