Abstract

This article argues that afirm and consistent editorial focus on a poilitician's public virtue would serve well as the essence of journalistic communication about piitical character. Public virtue is defined as the ethical character traits attributed to a politician by an editorialist, based on direct obsemation, of the politician's words and deeds, broadly construed. After presenting the theoretical foundation of this definition, via qualitative case-study methodology, this essay analyzes the editorial claims made in the Atlanta newspapers about Gov. Bill Clinton's political character during the 1992 presidential campaign. The Atlanta case demonstrates how a clear focus on public virtue can operate in practice. The conclusion discusses expectations that readers, opinion columnists, and newspaper editors should keep in mind as character issue is broughtforth in the press