By Renny Logan
<[email protected]>

Since the first presidential debate between John F. Kennedy and Richard Nixon aired on Sept. 26, 1960, television has had an enormous impact on elections as well as history. As a result, politicians have begun to cross the line into the realm of celebrities.

For the first time, U.S. voters were able to watch presidential hopefuls debate head-to-head. The effects were immediate. “Kennedy was composed,” U.S. History teacher Will Ellery said. “Honestly, Kennedy was a better looking guy and charismatic and that came across the television screen.”

Unprecedented, the Democratic nominee became more than a name in a newspaper, transforming into a living, breathing person on a screen in family rooms across America. Kennedy was elected not only president, but became an instant celebrity in the eyes of the public as well.

Jump forward 48 years after those historic television debates and the politicians are more media-savvy than ever. In light of his charismatic appeal and celebrity-like appearance, Democratic candidate Barack Obama has been paralleled with Kennedy. Contrarily, Ellery said he disagrees that the Obama and McCain debates have the same “drama” that could be seen between Kennedy and Nixon in 1960, pointing out that both of today’s candidates show ease in front of the camera.

“McCain’s not inept (on-screen),” Ellery said. “He’s found a way to use the media also;” Ellery referred to McCain’s appearance on “Saturday Night Live” as well as the Republican candidate’s willingness to poke fun at himself.

Nixon, on the other hand, was not quite as adept. Watching the 1960 debates, the viewer can easily observe Nixon’s rigidity in front of the camera. According to “The First Debate Over Presidential Debates” by Frank Stanton, who was president of CBS from 1946 to 1973, Nixon had been in the hospital prior to the first debate and “looked like death” but refused makeup.

“Kennedy was bronzed beautifully, wearing a navy suit and blue shirt,” Stanton writes. “I felt sorry for (Nixon).”

Maybe both candidates know the tricks of the trade, but the fact is that Obama speaks much more fluidly and people react to that. Ellery said he agrees with this statement, but said the difference between today’s candidates and Kennedy and Nixon lies with camera experience. Obama and McCain have dealt greatly with the media, television included.

In a recent article published on msnbc.com, Michael Ventre analyzed the degree to which the candidates have been polished, much like celebrities. “(McCain and Obama) have been prepped and polished from their perfectly manicured follicles to their shiny wing tips.” He writes. “They have been schooled by their campaign managers…in areas such as posture, voice, hand gestures, facial reactions and, of course, the all-important lapel pin.”

Ventre suggests that, while the content of their speech continues to be important, appearance is what leaves an impression with audiences in the end. “The debates may be a forum for the pointed exchange of ideas,” Ventre writes. “But it’s the overall presentation that resonates with audiences and voters.”
Even more than their appearances, the candidates know how to alter that of their opponent through the media.

Beginning in July of this year, McCain began releasing ads which centered on Obama’s lack of experience. One of those ads compared Obama to the likes of Paris Hilton and Britney Spears.

“This is kind of a stretch to say that Obama has something in common with Paris Hilton,” Bob Schieffer, host of “Face The Nation” said in a CBS interview. “There’s a high possibility that all (these ads) could blow up in McCain’s face and backfire.”

Sure enough, Obama soon released his own ads and made his own accusations against McCain that included darkened images, making McCain appear grainy and dark. While this use of media to undermine the opponent is nothing new, see Lyndon Baines Johnson’s ad in 1964 during his run against Barry Goldwater, Obama has found a new way to manipulate the media to his own benefit.

McCain has charged that, because of Obama’s celebrity appeal, the public hardly knows him. I would argue that we don’t know either one: it’s getting down to the wire and both candidates are saying what they think the public wants to hear and trying to look the part. Me? I’m just trying to decide if there really is substance to either one’s style.