Foreign Policy
As the Commander-in-Chief of the United States, the President is responsible for overseeing foreign relations, which can have a highly important impact on whether the president will stay in power.
A key example was the 1964 election. In the build-up, President Lyndon B. Johnson created the iconic “Daisy” advert. Seen by as many as 100 million viewers, the commercial was created to depict the horrific potential of nuclear warfare under opponent Barry Goldwater, whose hawkish foreign policy antagonism had put the fear in the electorate.
By 1968, Johnson himself faced unpopularity over the Vietnam War with only 32% approving of his handling of the conflict. The public’s poor viewing of Johnson helped Richard Nixon sweep to power in 1968, beating off competition from Johnson’s Vice-President Hubert Humphrey to become president after Johnson stepped down.
2004’s election focussed on the issue of the War on Terror, as George Bush Jr. emerged victorious. With foreign relations being the most vital issue of the campaign, Bush’s win reflected a level of support for his invasions of Iraq and Afghanistan after September 11th. Indeed, post-9/11, Bush’s 91% approval rating was the highest any president has ever recorded. His campaign too successfully framed Democratic opponent John Kerry as a flip-flopper, including over the Iraq War which he voted for but then criticised.
Joe Biden’s handling of the Israel-Gaza conflict has already hampered his primary performances and may continue to play a role in the 2024 campaign. At the same time, challenger Donald Trump’s comments on Ukraine, Putin, and NATO have drawn international condemnation and criticism from fellow Republicans.
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