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Five O'clock Shadow: 1960 DebatesBright Television Lights. Political Lessons? Sweat the Small Stuff!
The Presidential debates between Richard Nixon and John Kennedy were the first televised debates and changed election strategy as JFK won on TV, while Nixon won on radio.
Richard Nixon, by all political standards of the time, was the frontrunner in the 1960 U.S. Presidential sweepstakes. The man who was just finishing a successful eight year run as the nations Vice-President on a wildly popular Republican ticket with President and war hero Dwight D. Eisenhower had all of the experience and the qualifications that one needed to ascend to the office. Sweat Equity vs. An Infectious GrinDebating John Kennedy was thought to be just the showcase to seal the deal. However, inexperience with the television medium was to dog Nixon on this evening. Even as the debate was just underway, the hot light needed for the cameras cast Nixon as a nervous contestant with sweat pouring down his face. The contrast with the light hearted countenance of the Democratic candidate was not lost on the nation. Kennedy's optimistic smile won this aspect of the contest. Keeping Up Appearances vs. Religious LoyaltiesOne of the reasons that Kennedy was an underdog in the 1960 race was his religious affiliation. A Roman Catholic had never before been elected to the highest office. Lingering religious prejudice stemming back as far as the Reformation had kept Americans from allowing "the pope" to have too much influence in American power. However, when Americans saw the candid and boyish charm that John Kennedy radiated compared to the swarthy 5 O’clock shadow that Nixon sported for the television audience another check mark subconsciously appeared in Kennedy's column. This was further confirmed in the strategies each candidate used to highlight their debates in further advertising. Kennedy used the video portion, while Nixon’s camp emphasized the audio record. This reflected the first “focus group” evidence where Kennedy’s campaign realized that TV viewers felt that he won while the Nixon group saw clearly that radio listeners gave the nod to their candidate. Confidence vs. IntensityThere was no mistaking the distinction between the ease with which JFK related to the living rooms of America and the sense of desperateness that Nixon's intensity gave off. Nixon may have had all of the obvious qualifications for the job but television showcased the strength of personality that Americans were looking for in a post war time President. Nixon had all of the intensity and experience needed to protect America form her enemies but Kennedy showed them the optimistic youth and promise of the Baby Boom generation who were looking forward to a world without war. Epilogue: Crimes of the Heart vs. Criminal IntentIn the aftermath of the assassination shortened reign of John Kennedy and the resignation shortened tenure of Richard Nixon, many supporters of Nixon shared the jaded opinion that the only difference between the two was that Nixon got caught while Kennedy kept his extramarital shortcomings private. However, this is over simplistic on two accounts that are summed up in the political lessons of TV's early debate history. First, the American Public seems to have a bit more tolerance for personal faults in a leader when the country is not outwardly negatively affected by them. On the other hand, criminal behavior will not be tolerated when it is accompanied by economic hardship or the fear of tyranny. This just serves to illustrate that even though the nation learns different tactics as forums and mediums change, the political instincts and values seem to be constant over each period of America's political history. SourcesPresidential Debates: The Challenge of Creating an Informed Electorate by Kathleen Hall Jamieson, David S. Birdsell, 1988, Oxford University Press Presidential Debates: Forty Years of High-Risk TV by Alan Schroeder, 2001, Columbia University Press
The copyright of the article Five O'clock Shadow: 1960 Debates in Modern US History is owned by Roger Saunders. Permission to republish Five O'clock Shadow: 1960 Debates in print or online must be granted by the author in writing.
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