Johnson and Nixon had fundamentally different presidential styles which explains much of the differences in their approaches to domestic and foreign policy. Johnson had a grandiose and domineering political style which he learned in part from his father who was a local politician in Texas. He was gifted at persuading people to his point of view, often relying on heavy-handed tactics that have been referred to as "The Treatment." The Treatment included:

supplication, accusation, cajolery, exuberance, scorn, tears, complaint, the hint of threat . . . Its velocity was breathtaking, and it was all in one direction. Interjections from the target were rare. Johnson anticipated them be

Johnson used deception, charm and coercion to achieve the support of persons with very different opinions. Achieving political consensus was something Johnson did well, and he sharpened these skills while serving as a U.S. Senator from Texas. Although Johnson sought to control the actions of those who were necessary to achieve his will, he also suffered from a deep-rooted "neediness," a desire to be liked by everyone, to outdo his predecessors, and to be known as the best president in American history. He always wanted the approval of his advisors and the American public, and he viewed criticisms of his policies as personal attacks which led him to double his resolve and intensify his efforts. Johnson's modest upbringing and exposure to crude, wheeling and dealing Southern politics influenced his style and caused him contempt for those with pedigreed backgrounds. He was also influenced heavily by his exposure to poverty and discrimination in the South, particularly while teaching Mexican-American children in Cotulla, Texas. These experiences and his desire to be needed and praised gave him a strong desire to help the least advantaged in society.

fore they could be spoken . . . Mimicry, humor, and the genius of analogy made The Treatment an almost hypnotic experience and rendered the target stunned and helpless . . . . (Dallek).

Johnson's domestic policy was characterized by massive social legislation and a desire to effect sweeping reforms of America's social problems. Upon taking office in 1963, Johnson took advantage of the aftermath of the assassination of President John F. Kennedy to push for the passage of civil rights and economic legislation that Kennedy had supported. Although Johnson had not always supported this legislation, viewing it as political suicide, he recognized the opportunity that the emotional reaction to Kennedy's assassination created, as well as the need to present himself as a leader to the mourning nation. He employed the expert consensus building skills that he had learned as Senate Majority Leader, and within months after taking office, ensured the passage of the Civil Rights Act, the Tax Act of 1964 and the Economic Opportunity Act. The Tax Act enacted a tax cut during a boom economy to enhance spending and production, while the Economic Recovery Act focused on training those who were unemployed and problems such as health, education and medical care that affected the poorest Americans. However, Johnson's desire to outshine those who came before him led him to define his own domestic policy that was not tied to Kennedy. In typically grandiose fashion, Johnson announced to the country his vision for a "Great Society" in which all Americans would enjoy equality, freedom and economic prosperity. After he was reelected in 1964, Johnson ensured the passage of more social legislation than occurred even during the New Deal. This legislation had ambitious goals and resulted in the creation of federal aid to education, medicare, housing subsidies to low income Americans, Operation Headstart, new mental health facilities and aid to urban mass transit. Johnson was obsessed with greatness and with solving all of America's problems. One White House correspondent wrote that Johnson viewed himself as a "great popular leader, something like Franklin Roosevelt, except more so, striding over the land and cupping the people in his hand and molding a national unity that every President dreams about but none is ever able to achieve." ( Chafe 245). Because Johnson's vision was so large, however, it led him to settle for less than the most effective solution. He was concerned with his image as a great leader which often led him to place a greater emphasis on propaganda than carefully thought programs. In the end, Johnson spent more time creating the illusion of unity and consensus then addressing the underlying tensions and divisions that American society was grappling with. Furthermo

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