It was on September 26, 1960exactly 60 years ago. That evening, in Chicago, two gentlemen staged one of the best-known shows in the history of political communication. Theater of the event: the studios of Cbs news. The two gentlemen were Richard Nixon e John Fitzgerald Kennedy. The show, the first televised debate ever between two candidates for the White House.
That evening's clash forever changed the organization of US presidential campaigns, but also of electoral campaigns in general. It was the demonstration of how much television could affect public opinion, orienting it in a more effective and pervasive way than the radio.
And most importantly, that evening proved to every leader (or would-be leader) how important it was getting ready to go on television. Taking care of the image, studying the movements, the body posture, the facial expression.
In each of these categories Kennedy outclassed Nixon. In front of 70 million viewers, the young Democratic candidate showed up more ready than ever: smiling, tanned after months of outdoor rallies, staring into the camera at every answer. Casual, one hand in his pocket, as if he were actually talking to every single American on television. Of course, all this was not the result of chance, but of a long work with a team of communicators.
Next to a bewitching Kennedy, Nixon he showed up pale, with a few lines of fever, exhausted, sweaty, dressed in gray. And his gaze tended to avoid the camera. There was no story: beyond the contents, the competition in terms of communication was swept away by JFK, who then also triumphed in the presidential elections (albeit with a very small margin: 49,7% against 49,5%).
Now, 60 years later and with the American elections looming again, it is inevitable to compare the thickness of the candidates of then and today: Nixon against Trump, Kennedy against Biden. Again, there is no story.
in what sense there is no story 😀