Communications and Media

Senate proceedings that embraced evidentiary hearing and pretrial proceedings (Richard, 2009).
In his magazine article, Neuhaus (1999) claims that Clinton case was just a representation of the Americans character. This is the reason they were ready to retain him despite the crimes that he had committed, after all they did not see anything peculiar with their president. The conservatives claimed that Clintons case was important as it revealed unpleasant facts pertaining to the people that are in America. Liberals were however quick to defend the president and opposed both his conviction and impeachment (Neuhaus, 1999).
Clinton had lied despite the fact that there were enough evidence to show that he had sexual affairs with both Paula Jones and Monica Lewinsky. He even tried to twist the witnesses to lie. However, it is still not clear how the public could continue approving his job despite the falsehoods and adulterous infidelities. However, it is clear that Clinton knew how to handle the media so as to minimize the negative impact. As the charges continued, Clinton reached a point whereby he refused on several occasions to discuss the charges specifics. This was dangerous as it could have destroyed what his media advisers had accomplished in preserving and protecting his presidency (Rogers, 2009). There are those who have claimed that the reason why Clinton case was not a great shock to the American public was because the commentators and even comedians had already portrayed him as a womanizer (Rogers, 2009).
There are several tactics that Clinton used to maintain his public image and to prevent the media from portraying him negatively before the American public. He was initially not appearing before the media and he was always prepared in a way to ensure that his public image was boosted (Carlin 1998). In his State of Union address, which was televised live by all major television networks, Clinton utilized the opportunity to redefine his agenda. He stated how he had managed to improve the economy of the country and this made many to forget the sex scandal. One of the most important strategies that Bill Clinton used was to admit that in deed he had affairs with Monica Lewinsky. This is what brought to the end the trial. The more he lied, the more his public rating approval would have gone down especially as there was adequate evidence. The first person to admit this was Mike, McCurry, Clintons spokesman stating that the affair could have been innocent, simple but probably complicated (Carlin 1998).
When Clinton finally admitted his affair with Lewinsky and that he had lied even under oath, he had the understanding that his public and private lives were vital to his public performance. This speech has however regarded by some as a justificatory one. That is why he admitted that the case was between, him, his family and God. He also stated that his case was a private matter and had only distracted the nation from more important things (Gronbeck 1998).
In his address, Clinton was ready to show the public that he was after all human and he could also make mistakes. This was important as it elicited sympathy, understanding and compassion from the public as they harshly judged Kenneth Starr and Linda Tripp (Rogers, 2009).
Approval rating after the case
On August 17th 1998, CNN reported that fifty three percent of the Americans who had been interviewed were satisfied with the explanation that had been made by Bill Clinton pertaining to his relationship with Monica Lewinsky. This was a according to research that was conducted by three companies CNNGallup Poll and USA Today. This survey was conducted immediately after Clinton made the four minute speech. However the poll had shown that there was a twenty-point percentage drop in the number of people who favored Bill Clinton (CNN 1998). In a similar poll that had been conducted in August that year, sixty percent of citizens interviewed had a favorable opinion on Clinton and thirty percent disapproving his job. It is only forty eight percent of the Americans interviewed who had a negative opinion of the president. Sixty percent of the Americans were of the opinion that the affair between Lewinsky and the president was merely a private affair and not of the public nature. Two thirds of those interviewed admitted to have watched Clintons speech. When asked whether the president should have resigned for the act only twenty three percent of the respondents agreed. The majority however agreed that he never spoke the entire truth but those who stated that they had lost their confidence with Clinton were only 33 (CNN 1998).
It is perhaps ironic to realize that Clintons approval rating was still high during and after the impeachment. Some indicated that the reason this was so was because the public was ready to support him for the economic growth and key political events (Newman, 2002). But most interesting is to realize that the public rating of the presidents job was higher during the trial than before and after the trial (BBC News 1998).
Conclusion
    From the trials of Bill Clinton, it is clear that the face negotiation theory was applicable. Clinton, the family and the majority of the Americans supported the president, not because he was right but because they were ready to protect his public image. This is what led to the president lying and trying to obstruct justice. It is also vivid that culture influenced how people judged the president as such an act is common in America.