The First Televised Presidential Debate: Nixon vs. Kennedy

Seeing the Choice Before Them – The First Televised Presidential Debate

Since the adoption of the United States constitution in 1787, there have been sixty American presidential elections. As unfathomable as it may seem today, more than half of those had citizens voting for a candidate whose voice they likely had never heard; prior to 1840, they likely hadn’t even seen his face!

While photography in the mid-1800’s and radio in the 1920’s closed those gaps, candidates were still remote figures to most of the electorate. If they lived in or near a major metropolis or a railway station they might witness a whistle-stop tour speech, but in general the citizenry was voting for party, not person. The personal charisma or gravitas of a candidate no doubt helped them influence the party leadership to gain the nomination in the first place but had limited influence in the general election. 1960 would fundamentally change that forever.

The television was not exactly a new invention. Early versions of the technology appeared around the turn of the 20th century, and the commercial television had been for sale since 1928. But the late 1950’s saw an explosion in the TV’s popularity. In 1950, less than10% of Americans kept at least one TV in their home; by 1960, that number was closer to 90%.

While there were a myriad of local channels to provide daytime coverage of news, weather, or local programming, primetime was dominated by the Big Three: ABC, CBS, and NBC. None of the three had channels exclusively dedicated to news (the 24-hour news cycle was still decades away), but each did provide periodic news broadcasts, such as CBS’ Face the Nation.

Seeing the Choice Before Them - Democrats vs. Republicans

The 1960 election saw two men of a younger generation eager to seize the new opportunity.

The late 1950’s saw campaigns begin to dip their toes in the new medium, with the first campaign commercials and, in 1956, a televised debate. Interestingly, neither candidate participated in the first “presidential” television debate, but rather each was represented by a surrogate: former First Lady Eleanor Roosevelt for the Democratic challenger Adlai Stevenson and Senator Margaret Chase Smith for the incumbent Dwight Eisenhower. Over the course of thirty minutes, the two debated Civil Rights, war in the Middle East, and the influence of Russia over world affairs – some things, it seems, never change. Still, the removal of the actual presidential hopefuls made the event more like two aunts debating over Thanksgiving dinner than a chance for viewers to identify directly with the chosen party candidates. Full exploitation of this new media would have to wait for one more election cycle.

While the more senior members of each party might have been slow to grasp the potential of television, the 1960 election saw two men of a younger generation eager to seize the new opportunity. While current perspectives — decades after Dallas and Watergate — of John F. Kennedy and Richard Nixon differ greatly, in 1960 both men were on the surface more alike than not. Both were in their forties, Navy veterans of World War II, and anti-Communist “cold warriors”. And both were familiar with the power of television. Nixon had defused an early political scandal with the 1952 “Checkers speech” and Kennedy’s national prestige had be greatly bolstered by television coverage of his 1956 Democratic National Convention speech and the McClellan Committee, where Kennedy brothers John and Robert verbally crossed swords with labor leaders such as Jimmy Hoffa. Both were comfortable in front of a camera, and each thought that television could give them an edge in reaching the average American voter.

Prior to 1960, a proper presidential debate probably wasn’t possible. But that year Congress suspended the “equal time” rule of the Communications Act of 1934 for the presidential election, allowing the networks to feature Kennedy and Nixon without giving equal broadcast time to the other candidates such as Rutherford L. Decker of the Prohibition Party and Farrell Dobbs of the Socialist Workers’ Party, both of whom would take home fewer than 50,000 votes in the upcoming election.

Sep. 26, 1960 – The First Televised President Debate

Transcript

At first, Nixon only wanted to agree to one debate. He had well-earned confidence in his abilities, and he was leading in the polls by six points. A single clean win might knock Kennedy out of the debate.

So the details were settled, and both sides prepared, eager for the fight ahead.

For Nixon, however, the timing of the first debate would prove unfortunate. An exhaustive campaign schedule – he was determined to campaign in all 50 states – and a staph infection in his knee had him pale, tired, and gaunt. He refused to wear make-up for the debate, perhaps worried about viewer’s opinions if they noticed, so he looked pale and sweaty under the bright lights with a visible five o’clock shadow on his jaw. Even his gray suit blended into the set background, further washing him out. Finally, as he stood for long periods of time answering questions, he had to favor his injured knee, causing to look awkward and fidgety at times.

Kennedy, in contrast, looked tan, healthy, and youthful. His black suit stood out against the pale background in the black-and-white film, and the whole effect highlighted his handsome features and good bearing. While speaking in a more monotone fashion than Nixon, he looked straight into the camera as he answered questions, rather than at the moderator or reporters. Viewers at home could almost imagine he was speaking directly to them.

The debate itself has gained a sense of mystique about it, as the most pivotal moment in the 1960 election and thus the harbinger of the Age of Camelot in American politics. It has its own myths, too, most popularly the oft-repeated assertion that those who listened to the debate on the radio thought Nixon won, but those who watched said Kennedy had. In truth, this assertion is weakly supported by contemporary evidence, and even that which exists has been criticized by historians and analysts as anecdotal and non-scientific. It is also perhaps unfair to Kennedy, to reduce the boost the debates gave his campaign to merely the shallow appeal of good looks and good posture.

Still, there is little doubt that Kennedy made the better impression on the TV viewers in that first debate, or that the first debate was the most-watched and most influential of the four. It may very well have reassured voters concerned by his youth and relative inexperience compared to a sitting Vice-President. Agreeing to the debates might have been one of the best decisions the Kennedy campaign made, while the timing of the first might be the worst misfortune of Nixon’s.

In the end, the 1960 election was incredibly close, and no one factor can claim credit for Kennedy’s victory. Civil rights, labor rights, television, and possibly even voting irregularities (especially in Chicago, where Kennedy family friend Richard J. Daley was mayor) played a role, and while Kennedy’s Electoral College victory looks decisive (303-219), Kennedy won the popular vote by 0.17%, and clinched the electors of five states (Hawaii, Illinois, Missouri, New Jersey, and New Mexico) by less than 1%. Impact from the televised debates is sure, but hard to quantify.

Less difficult is the impact the debates had on future presidential elections. Nixon famously refused debates in his next presidential run, opting for carefully staged town hall forums instead, but following the 1976 debates between Gerald Ford and Jimmy Carter the televised debate became a standard event of election season. Furthermore, the 1960 election marked a turning point in the role and perception of a presidential candidate. Appearance and charisma suddenly mattered much, much more, as voters scrutinized their choses for health, for bearing, for “looking presidential” as well as asking and speaking as such. It marked the dawn of the politician as celebrity, of politics as a prime-time spectacle, with countdowns to debates or conventions and oversized campaign ads. It brought politics into voters’ living rooms, like a sporting event or daytime soap opera. For better or for worse, the election of 1960 made politics a thoroughly modern media affair.

On the other hand, it also allowed voters more familiarity with the candidates and the issues before them in the election cycle. Research shows that debates do actually help viewers become more informed and develop their opinions about debate topics, and a good showing in a debate can allow a less-well-known or less-well-funded candidate to stand out. It gives viewers more confidence that the candidate can speak articulately on the issues, and not flounder at the slightest pressure. It can be used to lock candidates in on promises and commitments. Overall, while a debate may take on the spectacle of a blood sport match in the media, they do serve an important role in modern politics. Indeed, it is rather hard to imagine a modern presidential campaign without them.

History Associates, Incorporated logo

Preserve and Activate Your Heritage

Organizations across sectors — from universities and museums to corporations, nonprofits, and government agencies — rely on strong heritage practices to protect the stories, collections, and records that shape identity and inspire future generations.

HAI's Heritage Services include:

We help institutions safeguard their past so they can lead with clarity, credibility, and purpose. Let's preserve and activate your organization's heritage together.

Follow HAI on LinkedIn and Instagram and subscribe to our Insights for history deep dives, case studies, and inspiration—or reach out to start a conversation about how we can help you activate your history, smartly.

For more information, see: