ABSTRACT
In this chapter, the authors review the general literature on the public presidency as well as the more nuanced ties between the presidency and emotive rhetorical public appeals. They discuss Osama’s rhetorical style with illustrative examples from some of his key speeches, analyzing the major dynamics behind Osama’s decisionmaking strategies in dealing with matters of national security. The authors also review some key models of decisionmaking, mainly rational choice and prospect theory, and evaluate which decisionmaking model is more consistent with Obama's rhetorical style. Presidents often employ speeches to help increase public awareness of an interest in key issues. Presidential rhetoric can thereby influence which issues become a topic of public discourse. Perhaps the most difficult challenge a political leader faces in leading the public is overcoming existing public predispositions, as individuals tend to ignore or reject arguments that contradict their long-held personal preferences.
