Legend has it that John F. Kennedy beat Richard M. Nixon in the first televised debate and eventually the presidency because Mr. Kennedy looked robust and healthy and wore a dark suit vs. Mr. Nixon’s ill-fitting gray one. And Mr. Nixon’s 5 o’clock shadow and pallor prompted Democrats to ask, “Would you buy a used car from this man?” suggesting that he was a “Tricky Dick” and could not be trusted. The answer was, apparently, “no.” Until later.
Photo courtesy of Pinterest.ca
But as the buzz grew about Mr. Nixon’s pallor and Mr. Kennedy’s vigor, most pundits identified the senator from California as the clear loser. It was a strong enough verdict, say historians, to discourage Mr. Nixon from debating in 1968 or 1972.
“The 1960 debates were the turning point from retail politics — glad handing and meeting everyone face to face — to the politics of mass media,” commented Alan Schroeder in his book, Presidential Debates: Fifty Years of High-Risk TV.
“I don’t think it’s overstating the fact that, on that date, politics and television changed forever,” said Bruce DuMont, a nationally syndicated radio talk show host and president of the Museum of Broadcast Communications. “After that debate, it was not just what you said in a campaign that was important, but how you looked saying it.”
History repeats
Inspite of Mr. Nixon’s reluctance, televised debating has not gone out of favor for distinguishing between a wide range of candidates. But how do you win one?
Anger does not work well. The audience can’t be sure at whom the candidate is angry. Elizabeth Warren seems to have learned this lesson and is now more reasoned in her approach. Joe Biden has joked about his tendency to commit gaffes. And hopefully, Tom Steyer will no longer turn away from the others to make his points directly to camera which makes him appear to be grandstanding.
But history repeats. Towards the end of a paranoid presidency, the lame duck and beleaguered President Nixon made another disastrous media mistake before resigning. He chose to repeat a negative, even by denial.
“I am not a crook!” Mr. Nixon exclaimed.
It was the headline heard round the world! Stay tuned and be sure to Vote!