1960 Presidential Debate: Nixon vs Kennedy
The Great Debates marked television's grand entrance into presidential politics. They afforded the first real opportunity for voters to see their candidates in competition, and the visual contrast was dramatic. In August, Nixon had seriously injured his knee and spent two weeks in the hospital. By the time of the first debate he was still twenty pounds underweight, his pallor still poor. He arrived at the debate in an ill-fitting shirt, and refused make-up to improve his color and lighten his perpetual "5:00 o'clock shadow." Kennedy, by contrast, had spent early September campaigning in California. He was tan and confident and well-rested. "I had never seen him looking so fit," Nixon later wrote.
In substance, the candidates were much more evenly matched. Indeed, those who heard the first debate on the radio pronounced Nixon the winner. But the 70 million who watched television saw a candidate still sickly and obviously discomforted by Kennedy's smooth delivery and charisma. Those television viewers focused on what they saw, not what they heard. Studies of the audience indicated that, among television viewers, Kennedy was perceived the winner of the first debate by a very large margin.
The televised Great Debates had a significant impact on voters in 1960, on national elections since, and, indeed, on our concerns for democracy itself. The impact on the election of 1960 was significant, albeit subtle. Commentators broadly agree that the first debate accelerated Democratic support for Kennedy. In hindsight, however, it seems the debates were not, as once thought, the turning-point in the election. Rather than encouraging viewers to change their vote, the debates appear to have simply solidified prior allegiances. In short, many would argue that Kennedy would have won the election with or without the Great Debates.
Yet voters in 1960 did vote with the Great Debates in mind. At election time, more than half of all voters reported that the Great Debates had influenced their opinion; 6% reported that their vote was the result of the debates alone. Thus, regardless of whether the debates changed the election result, voters pointed to the debates as a significant reason for electing Kennedy.
The Great Debates had a significant impact beyond the election of 1960, as well. They served as precedent around the world: Soon after the debates, Germany, Sweden, Finland, Italy, and Japan established debates between contenders to national office. Moreover, the Great Debates created a precedent in American presidential politics. Federal laws requiring that all candidates receive equal air-time stymied debates for the next three elections, as did Nixon's refusal to debate in 1968 and 1972. Yet by 1976, the law and the candidates had both changed, and ever since, presidential debates, in one form or another, have been a fixture of U.S. presidential politics.