Beyond Hegemony: Classical Propaganda Theory and Presidential Communication Strategy After the Invasion of Iraq

The “hegemonic” tradition argues that the president enjoys unparalleled power to manage news and opinion during war. This approach has dominated political communication literature on war and the media for over a generation. The war with Iraq, however, provides a major challenge to conventional wisdom. We believe that classical propaganda theory provides a useful corrective to the hegemonic perspective and offers a better way to understand the Bush administration's propaganda strategy and its impact on public opinion. Using a combination of content analysis, opinion data, and analysis of the administration's Iraq-related public addresses, we argue that the president neither dominated war news nor managed public opinion in the manner predicted by hegemonic theories.