When people think about presidential campaigns, they often focus on candidates, policies, or outcomes. But for Amber Roessner, the real story lies in how people talk about a campaign—and how those narratives shape public understanding long after Election Day.
A professor in the School of Journalism and Media in UT’s College of Communication and Information, Roessner is a cultural historian who studies the intersection of journalism, public relations, and advertising to better understand how political images are constructed and how they endure.
“Our past offers insights into our present conditions and future opportunities,” Roessner said. “It’s really important to look back at moments in terms of presidential campaigns and presidencies to help us draw insights into what’s happening in our world today.”
Reexamining a ‘miracle campaign’
Much of Roessner’s recent research focuses on the 1976 presidential campaign of Jimmy Carter—a pivotal moment in modern American politics.
At the time, Carter was widely described by journalists as an underdog running a “miracle campaign.” Yet, in the years that followed, his presidency was often framed as a failure. That contrast sparked Roessner’s curiosity.
“I had always heard Carter described as a noble former president but a failed president,” she said. “That disconnect between a miracle campaign and a failed presidency really stood out to me.”
Her work dives into how that shift in perception occurred, examining how journalists, campaign strategists, and media systems helped shape Carter’s public image. In doing so, she explores what she calls image craft, the process by which narratives are built at the crossroads of media and politics.
Following Carter’s death in 2024, Roessner was sought out by journalists across the country and around the world to provide context on his legacy. She offered analysis on his campaign, presidency, and post-presidential image, helping shape public understanding of a pivotal figure in American history.
“I felt honored to serve in that role,” she said. “It aligns with the university’s land-grant mission to share knowledge with the public.”
The origins of modern campaign strategy
Roessner’s research also highlights how the 1976 election helped establish what she calls the “new rules” of US presidential politics, many of which still define campaigns today.
Carter’s campaign emphasized early primary victories, media momentum, and authenticity—strategies that have become standard over the past 50 years.
“He really established a campaign blueprint,” Roessner said. “It became critical to be perceived as the victor by the news media in early primaries and caucuses.”
She also points to Carter’s unexpected cultural positioning—leveraging connections to Southern rock and presenting himself as an everyman candidate—as an early example of what scholars now call showbiz politics.
By revisiting those moments, Roessner’s work connects past and present, offering insights into how political communication continues to evolve.
From journalist to public historian
Before entering academia, Roessner worked as a journalist, first as a sports reporter and later as a magazine editor. That experience continues to shape her research today.
“I first became interested in how narratives are shaped through the relationship between media and politics through journalism,” she said. “That’s where I started to see how stories are built and presented to audiences.”
Now she brings that perspective to her role as a scholar and public historian, translating complex research into insights that resonate beyond academia.
Leadership and impact
In addition to her research, Roessner serves as editor of the academic journal American Journalis, where she helps guide national conversations in her field. She is currently leading projects tied to the nation’s semiquincentennial, including work marking the 200th anniversary of Freedom’s Journal, the first Black-owned and -operated newspaper in the US.
Her contributions have earned significant recognition, including the University of Tennessee’s Alumni Distinguished Service Professorship and Athletics Professor of Excellence Award.
While she values those honors, Roessner says her greatest pride comes from serving as a public historian on behalf of the university and from the broader impact of her work.
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Roessner credits UT with providing the support needed to pursue ambitious archival-driven research.
Over the past 15 years, she has received funding to conduct extensive work at institutions such as the Jimmy Carter Presidential Library and Museum and the New York Public Library.
“That kind of support allows you to spend meaningful time in the archives,” she said. “It’s what helps take research from good to great.”
She also points to the flexibility and encouragement within her department as key factors in her success, allowing her to refine her research focus and expand her impact as both a scholar and editor.
Understanding the stories that shape us
Roessner’s work asks the question How do the stories we tell about political figures define them?
By examining the media systems and strategies behind those stories, she illuminates the forces that shape public memory and influence democratic discourse.
“It’s important to look back at these moments,” she said, “because they help us understand what’s happening in our world today and our future opportunities.”