First ladies: It's not about aptitude; it's the way you're viewed

While Presidential popularity is frequently researched and discussed, the same attention has not been paid to the study of the First Ladies and their popularity. With the constantly changing role of femininity in American society, the First Lady has become an increasingly important and visible figure. The social causes or initiatives that are taken on by the First Ladies receive significant attention in the media and in the public eye as well. This paper examines the development of the First Lady and her cause, while looking at her public approval rating. My research shows that the announcement of the First Lady's social cause or initiative of choice corresponds to a noticeable boost in her public approval rating. This bump, in turn, corresponds to a small bump in Presidential approval as well. Ultimately, this paper suggests that the role of the First Lady will continue to grow in its importance, as will the cause or initiative that is specific to each First Lady, and that these factors will become an increasingly important aspect of Presidential electability and approval.