Outside the Beltway

Bush Words Reflect Public Opinion Strategy

James Joyner · Thursday, June 30, 2005 · 2 comments

Peter Baker and Dan Balz have a front page editorial, er “analysis,” at the Washington Post pointing out that President Bush is a politician who crafts his public speeches with his audience in mind. Even more damning is the suggestion that he hires experts to advise him.

Bush Words Reflect Public Opinion Strategy (WaPo, A1)

When President Bush confidently predicts victory in Iraq and admits no mistakes, admirers see steely resolve and critics see exasperating stubbornness. But the president’s full-speed-ahead message articulated in this week’s prime-time address also reflects a purposeful strategy based on extensive study of public opinion about how to maintain support for a costly and problem-plagued military mission.

The White House recently brought onto its staff one of the nation’s top academic experts on public opinion during wartime, whose studies are now helping Bush craft his message two years into a war with no easy end in sight. Behind the president’s speech is a conviction among White House officials that the battle for public opinion on Iraq hinges on their success in convincing Americans that, whatever their views of going to war in the first place, the conflict there must and can be won.

“There’s going to be an appetite by some to relitigate past decisions,” said White House counselor Dan Bartlett. But the studies consulted by the White House show that in the long run public support for war is “mostly linked to whether you think you can prevail,” he added, which is one reason it is important for Bush to explain “why he thinks it’s working and why he thinks it’ll win.”

For Bush, Bartlett emphasized, the public rhetoric matches the private conviction that his strategy will succeed. But it also leaves Bush in the difficult position of balancing confidence and credibility. The more optimism Bush expresses, the more criticism he draws from Congress and commentators that he is not facing the reality of a tenacious insurgency that, according to U.S. military commanders, remains as potent today as six months ago.

[…]

In shaping their message, White House officials have drawn on the work of Duke University political scientists Peter D. Feaver and Christopher F. Gelpi, who have examined public opinion on Iraq and previous conflicts. Feaver, who served on the staff of the National Security Council in the early years of the Clinton administration, joined the Bush NSC staff about a month ago as special adviser for strategic planning and institutional reform.

Feaver and Gelpi categorized people on the basis of two questions: “Was the decision to go to war in Iraq right or wrong?” and “Can the United States ultimately win?” In their analysis, the key issue now is how people feel about the prospect of winning. They concluded that many of the questions asked in public opinion polls — such as whether going to war was worth it and whether casualties are at an unacceptable level — are far less relevant now in gauging public tolerance or patience for the road ahead than the question of whether people believe the war is winnable.

“The most important single factor in determining public support for a war is the perception that the mission will succeed,” Gelpi said in an interview yesterday.

Key Bush advisers think the general public has considerable patience for keeping U.S. forces in Iraq, but they are mindful that opinion leaders, including members of Congress, high-profile analysts, editorial writers and columnists, are more pessimistic on that question. And they acknowledge that images of mayhem that people see from Iraq create doubt about the prospects for success.

In studying past wars, they have drawn lessons different from the conventional wisdom. Bush advisers challenge the widespread view that public opinion turned sour on the Vietnam War because of mounting casualties that were beamed into living rooms every night. Instead, Bush advisers have concluded that public opinion shifted after opinion leaders signaled that they no longer believed the United States could win in Vietnam.

Most devastating to public opinion, the advisers believe, are public signs of doubt or pessimism by a president, whether it was Ronald Reagan after 283 Marines were killed in Lebanon in 1983, forcing a U.S. retreat, or Bill Clinton in 1993 when 18 Americans were killed in a bloody battle in Somalia, which eventually led to the U.S. withdrawal there.

The more resolute a commander in chief, the Bush aides said, the more likely the public will see a difficult conflict through to the end. “We want people to understand the difficult work that’s ahead,” said a senior administration official who insisted on anonymity to speak more freely. “We want them to understand there’s a political process to which the Iraqis are committed and there’s a military process, a security process, to which we, our coalition partners and the Iraqis are committed. And that there is progress being made but progress in a time of war is tough.”

I don’t know Gelpi’s work but Feaver is extremely well regarded in the academic and public policy communities. Their advice, as captured here, strikes me as sound. Ultimately, a president has to either decide to end a war or to keep fighting it enthusiastically. There is no third way.