How Did John F Kennedy And Nixon Influence Effective Candidates For The 1960s
20th Century US History John F. Kennedy and Richard Nixon were the candidates for the 1960 presidential election, both winning their nominations on the first ballot. Kennedy was the first to be nominated. He had won impressive victories over Hubert Humphrey in the primaries. Once nominated, JFK chose Lyndon Johnson as his running mate. Johnson, the Senate Majority Leader, was an strong politician who was looking out solely for Kennedy 's election. Two weeks after the Democratic convention, the Republicans nominated Richard Nixon. Nixon chose former Massachusetts Senator and United Nations Ambassador Henry Cabot Lodge, Jr. as his Vice Presidential candidate. The first televised Presidential debate, aired on September 26, 1960, between Democratic candidate John F. Kennedy and Republican Richard Nixon. Television was a new and upcoming communication tool widely available during the 1960 presidential campaign. Senator John F. Kennedy’s ingenious use of this mass medium, specifically in the televised presidential debates, helped secure him gain presidency over Vice President Richard M. Nixon. Kennedy’s victory marked a new era of new innovative political
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campaigning and completely changed the way Americans interpret, appreciate, and decide their political candidates. In the fall of 1960, for the first time in American history, a series of televised debates were held between Democrat presidential candidate John F. Kennedy and Republican Richard Nixon. The premiere of these events on television, now called the Great Debates, were originally intended to let American voters get to know each of the presidents on a more personal level. However, in televising these debates, American Politics were beginning to change. The increased exposure that each candidate received through the television led to an increase in how important style and personal appearances meant to society. Moreover, following the Great Debates of 1960 between Kennedy and Nixon, a new era in Presidential elections had begun. The creation of the television increased political exposure for the United States, nation wide, like never before in American History. Any American citizen who owned a TV could physically see the presidential candidate, that potentially had their vote, in a live setting. This was something that before only those who brought themselves to political rallies had the opportunity to experience. Putting this in perspective, about ten million people physically saw Richard Nixon throughout his campaign in 1960, but on the other hand, over one hundred million people watched Nixon on the television during the Great Debates (Salant, Richard 347).This statistic illustrates how effective airing the debates on live television were. Almost ten times the amount of American citizens witnessed Nixon live on his television debates than they did through his entire three month long campaign without television. Another important factor of television was that airing the debates live influenced many people to become interested in politics, than before the use of television. On election day in 1960, there was a record turn out of 63% of eligible voters casting a vote (Salant, Richard 348). Clearly, the television played a fundamental role in increasing political exposure to American citizens while simultaneously increasing American interest in politics in general. After the first debate, John F.
Kennedy 's image was immediately improved. American 's idea of Kennedy before the debate was not a negative one, just that he was young, only being 43 when the campaigning was taking place. Aside from his age, which also came with inexperience, some American 's had a preconceived notion about Kennedy as being "snobbish", and some went even as far as to criticize him for his Catholic roots (Lang, Curtis 281). His apparent "snobbish" attitude was suggested because he had grown up in world of ease and privilege. Kennedy was born into a very wealthy and powerful family. His father, Joseph F. Kennedy, was the former American Ambassador to Britain (Brinkley, Alan 808). Although American 's had some doubts about Kennedy, he was also viewed as "a fine young man" with a lot of
potential. Nixon, on the other hand, had a very positive and experienced disposition that had led many American 's to be confident that he would make an exceptional president, even before the debates. Having already served as the Vice President under Dwight D. Eisenhower, Richard Nixon had built a reputation for American 's as more responsible and prepared for presidency of the two candidates. One aspect of Nixon 's experience was that he had gained a reputation as a political ambassador who had had dealt with angry mobs in South African and debated with Khrushchev in Russia. This kind of experience was something that Kennedy lacked (Lang, Curtis 281). Additionally, both the public and even Nixon himself believed Nixon to be a master of both debating and television due to his previous work as a TV politician in the 1950s(Lang, Curtis 280). For these reasons, heading into the Great Debates, the American public believed that Richard Nixon had was the favorite to win the election, and the early gallup polls reflected this. Luckily for Kennedy, the live televised debates of 1960 offered JFK direct exposure into the living rooms of families across America, allowing the American public to make formulations of JFK’s character for themselves. Understanding the importance that physical appearance makes in the creation of first impressions, Kennedy ensured that he looked physically appealing for the debate. Famous television producer Don Hewitt recalls Kennedy’s arrival into the CBS studio prior to the debate: “Tanned, tall lean, well tailored in a dark suit, the younger candidate gleamed…he looked like a young Adonis.” In comparing JFK’s appearance at the debate to that of a Greek God, one can imagine how remarkable Kennedy must have looked in front of the camera. Hewitt notes that Kennedy’s appearance was so impressive that upon arrival into the studio, every photographer “abandoned Nixon, and fluttered about their new prey like hornets.” Clearly, Kennedy understood that by looking and dressing well, he could attract positive attention in his direction, making Nixon look as though he was of lesser importance.
Not only did Kennedy use his physical appearance to his advantage, but he also improved his ‘image’ through the delivery of his dialogue during the Great Debates. For example, in an effort to repel the popular views that he was too young and inexperienced, Kennedy prepared for the debates intensely. In doing so, this allowed Kennedy to appear confident and decisive throughout the debate, eventually shedding the beliefs that he was not yet experienced enough to handle the duties of a President. Clearly, due to Kennedy’s stunning physical appearance and confident demeanor on television, the debates allowed Kennedy to transform his image from a young and inexperienced candidate to a ‘competent, dynamic, and quick thinking’ one. This transformation would result in a shifting in the polls from Nixon to Kennedy, eventually allowing JFK to win the election of 1960. However, it would not be Nixon’s rhetoric that would lead to his downfall in the debate, but his physical appearance. Unlike Kennedy, Nixon did not understand the power of one’s physical appearance on television, as was evidenced in the first presidential debate, which was aired on September 26, 1960. The combination of Nixon’s poor makeup job, a ‘five o’clock shadow’ beard, excessive sweating, and poor posture all led to Nixon’s noticeably ghastly appearance on television sets across America. After seeing Nixon, Richard Daley, the mayor of Chicago at the time, exclaimed: “My God, they’ve embalmed him before he died.” Correlating to his poor appearance in the debates, the popular perception of Nixon in America soon changed from a competent and responsible man to one who was tired, nervous, and physically unfit to be president. The first televised Presidential debate represents the initial stage of a transition into the modern age of American Politics. For the first time in American history, the television allowed voters from across the country to watch their prospective president in a live setting from the comfort of their living room. The importance of television appeal has only increased since 1960. The successes and failures in the campaign of that year laid the groundwork for future media strategy. John F. Kennedy continued the grow his charismatic image and, only eight years later, Richard Nixon took his hard earned lessons from 1960 and used the media to facilitate his rise to the presidency.
Bibliography Druckman, J. N. (2003), The Power of Television Images: The First Kennedy-Nixon Debate Revisited. Journal of Politics, 65: 559–571.
campaigning and completely changed the way Americans interpret, appreciate, and decide their political candidates. In the fall of 1960, for the first time in American history, a series of televised debates were held between Democrat presidential candidate John F. Kennedy and Republican Richard Nixon. The premiere of these events on television, now called the Great Debates, were originally intended to let American voters get to know each of the presidents on a more personal level. However, in televising these debates, American Politics were beginning to change. The increased exposure that each candidate received through the television led to an increase in how important style and personal appearances meant to society. Moreover, following the Great Debates of 1960 between Kennedy and Nixon, a new era in Presidential elections had begun. The creation of the television increased political exposure for the United States, nation wide, like never before in American History. Any American citizen who owned a TV could physically see the presidential candidate, that potentially had their vote, in a live setting. This was something that before only those who brought themselves to political rallies had the opportunity to experience. Putting this in perspective, about ten million people physically saw Richard Nixon throughout his campaign in 1960, but on the other hand, over one hundred million people watched Nixon on the television during the Great Debates (Salant, Richard 347).This statistic illustrates how effective airing the debates on live television were. Almost ten times the amount of American citizens witnessed Nixon live on his television debates than they did through his entire three month long campaign without television. Another important factor of television was that airing the debates live influenced many people to become interested in politics, than before the use of television. On election day in 1960, there was a record turn out of 63% of eligible voters casting a vote (Salant, Richard 348). Clearly, the television played a fundamental role in increasing political exposure to American citizens while simultaneously increasing American interest in politics in general. After the first debate, John F.
Kennedy 's image was immediately improved. American 's idea of Kennedy before the debate was not a negative one, just that he was young, only being 43 when the campaigning was taking place. Aside from his age, which also came with inexperience, some American 's had a preconceived notion about Kennedy as being "snobbish", and some went even as far as to criticize him for his Catholic roots (Lang, Curtis 281). His apparent "snobbish" attitude was suggested because he had grown up in world of ease and privilege. Kennedy was born into a very wealthy and powerful family. His father, Joseph F. Kennedy, was the former American Ambassador to Britain (Brinkley, Alan 808). Although American 's had some doubts about Kennedy, he was also viewed as "a fine young man" with a lot of
potential. Nixon, on the other hand, had a very positive and experienced disposition that had led many American 's to be confident that he would make an exceptional president, even before the debates. Having already served as the Vice President under Dwight D. Eisenhower, Richard Nixon had built a reputation for American 's as more responsible and prepared for presidency of the two candidates. One aspect of Nixon 's experience was that he had gained a reputation as a political ambassador who had had dealt with angry mobs in South African and debated with Khrushchev in Russia. This kind of experience was something that Kennedy lacked (Lang, Curtis 281). Additionally, both the public and even Nixon himself believed Nixon to be a master of both debating and television due to his previous work as a TV politician in the 1950s(Lang, Curtis 280). For these reasons, heading into the Great Debates, the American public believed that Richard Nixon had was the favorite to win the election, and the early gallup polls reflected this. Luckily for Kennedy, the live televised debates of 1960 offered JFK direct exposure into the living rooms of families across America, allowing the American public to make formulations of JFK’s character for themselves. Understanding the importance that physical appearance makes in the creation of first impressions, Kennedy ensured that he looked physically appealing for the debate. Famous television producer Don Hewitt recalls Kennedy’s arrival into the CBS studio prior to the debate: “Tanned, tall lean, well tailored in a dark suit, the younger candidate gleamed…he looked like a young Adonis.” In comparing JFK’s appearance at the debate to that of a Greek God, one can imagine how remarkable Kennedy must have looked in front of the camera. Hewitt notes that Kennedy’s appearance was so impressive that upon arrival into the studio, every photographer “abandoned Nixon, and fluttered about their new prey like hornets.” Clearly, Kennedy understood that by looking and dressing well, he could attract positive attention in his direction, making Nixon look as though he was of lesser importance.
Not only did Kennedy use his physical appearance to his advantage, but he also improved his ‘image’ through the delivery of his dialogue during the Great Debates. For example, in an effort to repel the popular views that he was too young and inexperienced, Kennedy prepared for the debates intensely. In doing so, this allowed Kennedy to appear confident and decisive throughout the debate, eventually shedding the beliefs that he was not yet experienced enough to handle the duties of a President. Clearly, due to Kennedy’s stunning physical appearance and confident demeanor on television, the debates allowed Kennedy to transform his image from a young and inexperienced candidate to a ‘competent, dynamic, and quick thinking’ one. This transformation would result in a shifting in the polls from Nixon to Kennedy, eventually allowing JFK to win the election of 1960. However, it would not be Nixon’s rhetoric that would lead to his downfall in the debate, but his physical appearance. Unlike Kennedy, Nixon did not understand the power of one’s physical appearance on television, as was evidenced in the first presidential debate, which was aired on September 26, 1960. The combination of Nixon’s poor makeup job, a ‘five o’clock shadow’ beard, excessive sweating, and poor posture all led to Nixon’s noticeably ghastly appearance on television sets across America. After seeing Nixon, Richard Daley, the mayor of Chicago at the time, exclaimed: “My God, they’ve embalmed him before he died.” Correlating to his poor appearance in the debates, the popular perception of Nixon in America soon changed from a competent and responsible man to one who was tired, nervous, and physically unfit to be president. The first televised Presidential debate represents the initial stage of a transition into the modern age of American Politics. For the first time in American history, the television allowed voters from across the country to watch their prospective president in a live setting from the comfort of their living room. The importance of television appeal has only increased since 1960. The successes and failures in the campaign of that year laid the groundwork for future media strategy. John F. Kennedy continued the grow his charismatic image and, only eight years later, Richard Nixon took his hard earned lessons from 1960 and used the media to facilitate his rise to the presidency.
Bibliography Druckman, J. N. (2003), The Power of Television Images: The First Kennedy-Nixon Debate Revisited. Journal of Politics, 65: 559–571.