He had this father figure attitude that appealed to a lot of people. Many of the rest of us found it to be particularly grating. I think that had a lot to do with the “Love him or hate him” divide.
In 1984 my high school held a mock election where we all voteds for Mondale or Reagan. I remember one of the posters the Reagan support group put up in the main hallway simply read “Uncle Ronny” in letters two feet high. That says a lot right there about the way he was percieved.
He had a terrific understanding of the way the public recieved and processed information, no doubt gleaned from years in show business, and he used it like a surgeon to craft his image. The incident that stands out most in my mind was actually a minor event, but typical of how Reagan operated. He pushed an economic package through congress which included cuts to a huge number of social programs, but the cuts were buried under tons of obsfucating paperwork, and it took a bunch of economists to explain it. The day it was voted on, the White House released a bunch of video footage of some rocket tests from the Star Wars program. Impressive looking stuff, too, although it was meaningless in terms of actual news.
Remember that most everyone got their news from the major network news broadcasts. What do you suppose their lead story was that night? You guessed it, meaningless rocket footage. I remember CBS played the same footage twice because it looked so cool. Dan Rather said something to the effect of “They aren’t allowed to tell us what the results of these tests mean, just that they are very significant.”
After the rocket test circus act was over, the newscasts turned to the economic package, and the story consisted of five minutes of economists droning on in monotone about the significance of the cuts contained therein. The next morning, everybody remembered the rocket footage and nobody remembered the economist’s report. Through skillful manipulation, Reagan had effectively killed any national dialog about his economic package.
I don’t mean to relate this story as a criticism, just an observation of how the guy operated. He was entertaining! He called the USSR the “Evil Empire” and he made everyone feel like he was the only one who could save us from them. He made the Democrats, with their complaints about his economic policies, look dull, annoying, and they appeared to be focused on the wrong priorities. He was like a magician, making you look in the direction he wanted you to, while ignoring what he wanted you to ignore. That’s why they called him “The Great Communicator”. If you agreed with his policies, you admired this and thought he was a genius. If you didn’t like his policies and recognized what he was doing, you thought he was the devil incarnate. Either way he was quite a guy.