The first of the four iconic debates between Presidential hopefuls Richard Nixon and John F. Kennedy took place in Chicago, Illinois on September 26, 1960. The importance of this debate in particular has been the subject of extensive analysis since the moment it aired on national broadcast. While both candidates had made appearances on television programs throughout their campaigns, the magnitude of attention the debate would receive, 70 million viewers [2], would alter the strategies of both campaigns, although more noticeably Nixon.

 

The topic of focus was Domestic Issues, a subject which Nixon believed he was fully prepared to handle given his most recent position as Vice President. However, on a campaign stop over the summer in Greensboro, North Carolina, upon entering his car, Nixon slashed his knee on the door. The seemingly minor cut would ultimately succumb to infection, landing Nixon a two week stay at the Walter Reed Army Medical Center only a short while before the first debate. [3] Kennedy on the other hand, after spending the summer visiting only “key states”, arrived the night of the debate well-rested and highly trained in preparation for the medium of television, although not without the help of his young team of campaign advisers known as the “brain trust.”[4]

 

Kennedy opened up the debate seeming cool, calm, and collected, in somewhat stark contrast to Nixon’s half-nervous appearing follow-up. The debate would continue along these similar lines, with Kennedy seeming to finally prove himself against what was once Nixon’s strongest admonishment, that his youth and perceived inexperience would hinder him from ever performing Presidential duties. [5] Due in most part to the very amiable nature of each candidates disposition towards each other, viewers were in many ways forced to base their judgement of the winner based solely on outward, more stylistic, criteria. The New York Times seemed to unknowingly predict the trajectory of debates to come, in the near and far future, in their article directly following the event,[6]

For the most part, the exchanges were distinguished by a suavity, earnestness and courtesy that suggested that the two men were more concerned about “image projection” to their huge television audience than about scoring debating points.

Senator Kennedy, using no television makeup, rarely smiled during the hour and maintained an expression of gravity suitable for a candidate for the highest office in the land.

Mr. Nixon, wearing pancake makeup to cover his dark beard, smiled more frequently as he made his points and dabbed frequently at the perspiration that beaded out on his chin.

As we now know, both candidates had denied the make-up artist provided by CBS before the debate, however, many believe it was, in fact, Kennedy who received make-up preparation from his own team. [7] Public perception of the televised debate echoed these sentiments, generally proving that many based their opinions on style over substance, such as proven through several interviews of New York residents, from The New York Times, [8]

“For tonight, I’d say Senator Kennedy was the better TV performer,” said Louis Votino, a teacher… “The program was very upsetting,” said Virginia Lichtner, of 331 West 19th Street. “Nixon seemed more interested in presenting a pleasant facade; everytime he spoke he seemed to end it with a little smile. He seemed to say ‘Yes, I want more education.’ but he wouldn’t say how he was going to get it. Kennedy seemed to have a quicker mind.” …

 

Many news outlets, while remaining bi-partisan, reinforced the importance of the televised debates on swaying the voters one way or another. The New York Times stated,[9]

“The TV medium in the past has been legitimately criticized for injecting too much show business into areas where it is not appropriate. But last night the networks demonstrated the civic usefulness of the broadcasting media and the importance of the remaining three meetings quite easily could be a decisive factor in the campaign.”

 

The polls would also go on to prove this point. A nationwide Gallup Poll taken before the first debate put Nixon ahead at a slim margin of 47-percent to Kennedy’s 46-percent, with an undecided margin of 7-percent. However, after the debate Kennedy stood at 49-percent to Nixon’s 46-percent, now with a undecided margin of 5-percent. [10] The data as well as the testimonials of the viewers seem to point to the importance of the first debate for Kennedy based on the number of undecided voters he was able to captivate, while also holding on to his base.