The bounce in President Clinton's job ratings that occurred in the initial 10 days of the Lewinsky imbroglio may offer as much insight into the dynamics of public opinion as any single event in recent memory. What it shows is not just the power of a booming economy to buttress presidential popularity. It shows, more generally, the importance of political substance, as against media hype, in American politics. Even when, as occurred in this case, public opinion is initially responsive to media reports of scandal, the public's concern with actual political achievement reasserts itself. This lesson, which was not nearly so clear before the Lewinsky matter as it is now, not only deepens our understanding of American politics. It also tends, as I argue in the second half of this article, to undermine the importance of one large branch of public opinion research, buttress the importance of another, and point toward some new research questions.

Whatever else may have transpired by the time this article gets into print, the Lewinsky poll bounce is something worth pondering. In a half-dozen commercial polls taken in the period just before the story broke, Clinton's job approval rating averaged about 60%. Ten days later, following intensive coverage of the story and Clinton's State of the Union address, presidential support was about 10 percentage points higher.