Kennedy-Nixon Debates
The Kennedy-Nixon debates were a series of four significant televised debates held during the 1960 U.S. presidential election campaign between Democratic candidate John F. Kennedy and Republican candidate Richard M. Nixon. These debates marked the first time that candidates faced off in a televised format, reflecting a new era in political campaigning. The first debate took place on September 26, 1960, in Chicago and focused on domestic issues. Kennedy's confident appearance contrasted sharply with Nixon’s tired demeanor, significantly influencing public perception. While television viewers largely favored Kennedy, radio listeners tended to believe Nixon performed better.
Subsequent debates allowed for a wider range of topics but did not substantially alter viewer opinions. The third debate was unique as both candidates participated from different locations, highlighting the adaptability of televised formats. Ultimately, the debates are credited with helping Kennedy gain recognition and support, contributing to his narrow victory in the election. These events demonstrated the emerging power of television in politics, emphasizing the importance of appearance and media performance in shaping public opinion. Following the 1960 debates, televised presidential debates became a standard aspect of U.S. elections, profoundly affecting how candidates engage with the electorate.
Kennedy-Nixon Debates
Date: Dates September 26, 1960; October 7, 13, 21, 1960
The first televised presidential debates and the last for sixteen years. John F. Kennedy’s relaxed style, compared with Richard M. Nixon’s seeming rigidity, helped him win the election.
Origins and History
In August, 1960, President Dwight D. Eisenhower signed a law that allowed the free use of radio and television time by major party candidates and enabled the networks to exclude fringe candidates. John F. Kennedy, seeking wider recognition, and Richard M. Nixon, hoping to improve his image, agreed to participate in a series of four nationally televised debates.
The Debates
Each debate was scheduled to last one hour and was structured around questions posed by a panel of four reporters. The first debate, devoted to domestic affairs, was held in Chicago, Illinois, on September 26, 1960. Immediately evident to the massive television audience was the incongruous appearance of the two candidates. Kennedy looked strong and vibrant and argued with confidence, while Nixon appeared tired and anxious and was at times evasive. Refusing facial makeup, Nixon had instead opted for powder to cover his unshaven face. As he began to sweat under the heat of the studio lights, his powdered face appeared pale. Most Americans watching on television were impressed with Kennedy, who had seemed to best the vice president. Ironically, many radio listeners believed that Nixon had done very well.
The television audience for the second debate on October 7, 1960, was considerably smaller than that for the first. Unlike in the first debate, all topics were open for discussion. Nixon appeared more poised and tried to portray Kennedy as too inexperienced to deal properly with serious foreign policy issues. In large part because of the smaller audience, the younger candidate was able to maintain his supporters despite Nixon’s improved performance.
The third debate, on October 13, 1960, attempted something unprecedented. Because both candidates were campaigning around the country, they debated from separate studios, Kennedy in New York City and Nixon in Los Angeles. The reporters were able to ask questions regarding any topic. The third debate, like the second, changed few opinions.
Going into the last debate on October 12, 1960, both candidates recognized that their television audience had dwindled. Both also knew that this favored Kennedy; not until the fourth debate was the topic foreign policy. Nixon’s strength.
The candidates had different reasons for entering into the unprecedented debates. Already well-known as the vice president and a former congressman, Nixon had hoped to erase his image as an ill-tempered man and inconsequential member of the Eisenhower administration. At the same time, he wanted to portray Kennedy as too young and inexperienced to guide the nation through potential Cold War crises. Nixon clearly failed in this regard during the first debate. This failure was exacerbated by the fact that the viewing audience dwindled even as Nixon improved his demeanor and effectiveness in subsequent debates.
Kennedy, though a war hero and congressman, was not as well-known as the vice president. Therefore, Kennedy’s goal for the debates was not only to gain wider recognition but also to appear commanding and mature, which he succeeded in doing. Before the debates, Nixon had been ahead in the polls. Afterward, Kennedy inched ahead and eventually won the 1960 election, though by one of the slimmest margins ever.
Impact
Many researchers and critics believe that the televised debates directly enabled Kennedy to win the 1960 presidential election. His victory demonstrated that television could be a very powerful political weapon. The debates established that appearance could be more important than actual content, as evidenced by the different impressions the debates had on radio and television audiences. No debates were held between the candidates in the 1964 presidential election; televised debates were not resurrected until 1976, when Jimmy Carter and Gerald Ford debated under the sponsorship of the League of Women Voters. After the Kennedy-Nixon debates, presidential candidates became much more aware of the influence of the media, especially television.
Additional Information
As special counsel to Kennedy, Theodore C. Sorensen was in a unique position to view these debates and discusses them at length in Kennedy (1965). For an interesting look at Nixon the man, see Fawn M. Brodie’s Richard Nixon: The Shaping of His Character (1981).