Since the first televised presidential debate, candidates have known about the power of appearances. John Kennedy and Richard Nixon went on TV in 1960 to debate the issues. Most who listened to the debate on the radio thought Nixon won. Nearly everyone who saw the debate on television knew Kennedy won.
Presidential Debate
John Kennedy looked good. He was tall, handsome and tan. Richard Nixon looked terrible. He refused make up because he heard Kennedy did the same. Since Kennedy was tan, his skin was radiant. Since Nixon was pale with heavy beard growth, he looked like he just rolled out of bed.
Who Won The Debate
Few people watching the Kennedy-Nixon debate were listening to what the candidates were saying. From that moment on, presidential elections were about image and visual perceptions. Kennedy looked healthy and worthy of leadership. Nixon did not. This is ironic since we now know that Kennedy suffered all sorts of health problems while Nixon was the picture of health. It didn't matter. Kennedy won.
How Candidates Debate
Candidates for President of the United States now carefully manipulate their images in debates. Notice how all male candidates wear the same gray suit with solid tie. It does not matter how many candidates are involved in the debate, they all wear the same carefully coordinated uniform to appear "presidential."
Candidates for President
Barack Obama is 6 foot 2 inches tall. John McCain is 5 foot 6 inches tall. Perception is powerful and it is commonly believed that taller men make better leaders. The candidates will negotiate hard how much they will stand near each other. Obama wants the picture of him towering over McCain while McCain will avoid it at all costs.
The Debate Process
John McCain is well known for his prowess in town hall meetings. He is effective when speaking off the top of his head on issues he dealt with for decades. Barack Obama is a gifted speech maker. He can whip up a crowd with his charisma. Both campaigns will also bargain hard to play to their candidate's speaking strengths.
Obama McCain Debates
It is up to PBS anchor and debate moderator Jim Lehrer to call them out. Rarely in American presidential campaign history have there been two candidates that differ more in their communication styles than Obama and McCain. Since the 2008 presidential election is close, it may come down to which approach is more effective. What will be the break out issue? Will it be Sarah Palin, trade with China or finding Osama bin Laden? Finding out is why the debates are so exciting.
Kent Ninomiya - Kent Ninomiya is a veteran journalist with more than 22 years experience as a television news anchor, reporter, writer and executive.
