The opportunity for substantively variable but spectacular and dramatic events to significantly and positively impact on presidential popularity was investigated. The role of the mass media in establishing a charismatic and non-rational basis for authority in a modern mass democracy was studied. The policy-making process and the limitations on presidential power were observed in the crises management of the Kennedy Administration, the first ‘television Presidency.' Presidential popularity and political events data was analysed for the period 1965-1984, applying time series analytical techniques to an empirical study of the phenomenon. A description of the data and the investigation is included, and the consequences of the obtained results for understanding the acts of Presidents and the institution of the Presidency are considered. / M.A.