The 1960 Presidential elections held the first televised debates between the candidates. This was an extremely close election; Kennedy's victory was of the narrowest of margins; and it is undeniable that the televised debates were instrumental in Kennedy's victory. In fact, Presidential elections have never been the same following the Kennedy-Nixon debates.
Debates do little to change the opinion of the hardcore party loyalists; however, since the largest block of voters are independents, the debates can have a significant impact on that are often undecided voters.
The two candidates approached the debates with different styles: Vice President Nixon studied books alone, dismissing suggestions that he rehearse with his aides. Senator Kennedy arrived for the debates two days ahead of schedule; he spent much of the weekend holed up in a hotel suite practicing his responses with his aides.
There was another difference that would have a profound effect on the television audience: John F. Kennedy arrived fit, rested, and ready. Weeks of open-air campaigning around the country gave Kennedy a tan. Nixon, on the other hand, was sick before the debate, had lost a lot of weight, and looked tired and haggard. It also didn't help Nixon that during cutaways, the cameras caught him wiping perspiration from his forehead.
Kennedy advisers also managed the medium of television better than Nixon's advisers. Kennedy's advisers made sure Kennedy's dark suit contrasted well on the screen. Nixon paid less attention and selected a light gray suit that blended into the background, exaggerating his pale appearance.
Beyond 1960
Polls after the debate showed that those who listened over the radio felt that Nixon won the debate; those that watched on television had exactly the opposite opinion. The lesson was easy to see: presidential debates were now no different than television shows; neither rhetoric nor politics rule the day. Rather, the rules of television rule the day: celebrity, visuals, conflict, and hype.
The emphasis became appearance, not substance. The power of television was the new king. The debates now have the air of a boxing match. Fans are looking for a knock-out punch: a sharp retort that becomes a "sound bite" played continually by the television stations during the course of the election.
Additionally, a misquote or other mistake on an issue by the candidate can have devastating effect, as can appearing hesitant or uncertain on issues.
Remember the famous statement by Bush I: "Read my lips, no new taxes." It was a popular sound bite and helped Bush win election in 1988. However, after he yielded to pressure to raise taxes, it was effectively used against him when running for re-election in 1992.
The Kennedy-Nixon debates led us to the phrase: "Does the candidate look presidential?" Electing our President has become a beauty contest. Running for president now imitates the successful Andre Agassi TV ad campaign from years ago, "Image is everything."
Abraham Lincoln was perhaps America's greatest president. He was also homely, awkward at times, and had a high, squeaky voice; do you think he could get elected today?
After obtaining a degree in political science, I embarked on a career in insurance and government. For the last 21 years, I have worked for local government and government associations. I have written articles, as well as manuals, assisting local government in effectively managing their activities and exposures. I have also provided training in these areas, been a frequent speaker at educational seminars, and acted as President of an association of governmental employees.
During this time, I continued an interest in the politics that is embedded in government and where politics is leading this nation in the Twenty First Century.
Rick Lawrence, June 6, 2009
Ricklawrence13@live.com
http://www.DemosResPublica.com
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