Nixon-Kennedy Televised Debate

Nixon-Kennedy Televised Debate 

On September 26, 1960, Republican vice president Richard Nixon and Democratic senator John F. Kennedy participated in the first televised presidential debate in American history. The debate may have helped Kennedy to win a close election less than two months later.

Historically, presidential campaigns had focused heavily on the substance of a candidate’s policy positions and party platform rather than the candidate himself. During the twentieth century, technology changed rapidly, allowing candidates and presidents to use mass media to establish a close personal connection with a national audience. For example, Franklin Roosevelt spoke to the American people in his “Fireside Chats” on radio during the Great Depression and World War II. With the advent of television in postwar America, candidates such as Dwight Eisenhower ran campaign ads on television, and presidential candidates could debate live before an audience of millions.

During his 1960 campaign, Nixon presented himself as a veteran public servant with the experience necessary to guide the country. He also had experience with television, having won over the American people during a corruption scandal with his emotionally wrought “Checkers” speech in 1952. Kennedy, who had much less experience in national politics, focused his campaign, in part, on his youthful energy and charisma.

Going into the debate, Nixon led in the polls and was confident of victory. He had spent many months on a long and hard campaign trail, but this impacted his health and caused him to lose weight. He also needed to be hospitalized for a knee injury. On the night of the debate, Nixon opted not to wear television makeup and chose to wear a light gray suit, which contrasted poorly with the lights in the studio. The combination of all these factors made him appear thin, physically ill, and disheveled. Kennedy, meanwhile, wore a darker suit and agreed to put on makeup. His appearance fit well with the campaign image he and his campaign managers projected of being the younger, more energetic candidate.

Around 70 million Americans tuned in to watch the first debate and could now see how the candidates looked and engaged with each other live. Nixon and Kennedy debated a variety of topics on domestic issues like the economy, education, and healthcare. They also focused on how meeting the domestic challenges of the time was critical to winning      the Cold War. Polls showed that most Americans who watched the first debate on TV believed Kennedy won. However, a majority of those who listened on the radio believed Nixon won, demonstrating that the appearance and personality of candidates would be a significant factor in the election. Nixon regained his health and agreed to wear makeup during the next televised debate, but 20 million fewer people tuned in to watch. Kennedy would go on to win the election by a very slim margin.

Since the 1960 debates, candidate personality and image have only become more important in American politics. The trend has become even bigger in contemporary times with the rise of the internet and social media. While many Americans believe this has helped them to know presidential candidates on a more personal level, campaigns have shifted away from a focus on substantial policy. Thus, politics and campaigns have increasingly become performative, aimed at popularity, with less of a focus on doing the hard work of politics to forge consensus and compromise for the common good.