| Abstract: | Using an entirely new data source, this article presents evidencethat significant variation exists in how much different presidentialadministrations use private White House polls. Federal ElectionCommission (FEC) disclosure records reveal the amount of moneythat presidents since Jimmy Carter paid (through their respectiveparty organizations) to the designated White House pollsters.These financial figures, in turn, roughly correlate with theestimated number of polls commissioned for the White House,as determined through archival research and information providedby the pollsters themselves. Two patterns emerge: some presidentspoll heavily from the start of their administrations (RonaldReagan and Bill Clinton); others poll only lightly during thefirst 3 years in office (Jimmy Carter and George Bush). Thesefindings reinforce scholarly assessments of Reagan and Clintonas pursuing a "permanent campaign" approach to leadership, whereasCarter and Bush lacked much interest in public relations techniques.Our evidence suggests a need for a refinement of the institutionalizationconcept as found in the academic literature on White House polling.We agree that all modern presidents inherit sophisticated toolsfor understanding public opinion, but we demonstrate that theydo not use these tools with equal attention or regularity. Putdifferently, a polling capability has been institutionalizedwithin the White house, but substantial variation still existsin how much a given administration uses that capability. |
