SEPTEMBER 26, 1960: THE NIXON-KENNEDY DEBATE:
September 26, 1960, is an interesting date in American history. Sixty-six years ago, as of the date I write this, was the first televised presidential debate in the United States, wherein the Republican candidate, Vice President Richard Milhous Nixon, squared off against the Democrat, an upstart Senator from Massachusetts named John Fitzgerald Kennedy. Opinions about the debate, then and now, are varied, as are opinions about every presidential debate before and since, but since this was the first one where the candidates appeared on screen in American homes, things were a little different. Two years ago, the Conversation’s W. Joseph Campbell examined this debate and compared it to the 2024 Trump/Biden debate, and their report is still worth reading.
The run-up to the Joe Biden-Donald Trump debate at the end of June 2024 has brought reminders about the first-ever televised presidential debate – and how Vice President Richard Nixon’s sweaty, haggard appearance that autumn night in 1960 opened a pathway to the White House for the tanned and telegenic Sen. John F. Kennedy.
That, at least, is conventional wisdom about the Kennedy-Nixon debate of Sept. 26, 1960: Image prevailed, rewarding Kennedy and punishing Nixon.
“Kennedy went on to narrowly win the election that most say he never would have had a shot at without that first debate,” Time magazine declared in 2016, in recounting the greatest missteps in political debates. “It seems Nixon’s fatal flub was in failing to recognize the power of the visual image.”
Or as Max Frankel, then the executive editor of The New York Times, wrote sardonically several months after Nixon’s death in 1994, “Nixon lost a TV debate, and the Presidency, to John F. Kennedy in 1960 because of a sweaty upper lip.”
Or to put it another way, Kennedy won thanks to a lot of help from Don Hewitt of CBS News, who was supported him: “Hewitt convinced JFK to wear pancake make-up to soften the harsh glare of the studio klieg lights. During the broadcast, Hewitt instructed the camera operators to frame Kennedy in profile with a wide angle. For Nixon, Hewitt ordered straight-on extreme close-ups — the equivalent of a mug shot. Don Hewitt, by the way, perfected his craft as founder and producer of CBS’ 60 Minutes. The ‘villain’ of each 60 Minutes segment has always gotten the Nixonian treatment. (Welcome to the world of objective television journalism.)”
