Despite previous coverage of events in newspapers and on the radio, the television
broadcasts brought the debates to a whole new audience. People became
engrossed in the live battles on television and instantly judged each candidate on
account of his ability to confidently argue back without appearing phased or
nervous.
The candidates soon saw the vast potential that televised debates and appearances had. It was a great alternative to the sort of campaigning which Hitler had pioneered, whereby he would travel by air across the nation meeting as many potential voters as he possibly could in order to sway their opinion. Now the candidates had the facility to be able to address a nation via the television and this was a great commodity.
Modern day campaigning is highly influenced by television. The Nixon and Kennedy debates proved just how vital image could be to public opinion. Candidates now have vast Public Relations staff, working to make sure that the politician’s image is portrayed positively to the nation. Huge sums of money are injected into campaigning on television as it is an instant way to address mainstream America. An example of the manner in which candidates are marketed on television stems from the recent Bush and Gore debates in which Bush produced an advertising campaign in Spanish, solely for the purpose of appealing to the minority groups of America and hoping to win their votes. It also portrayed Bush as a man who was in touch with the ‘melting pot’ society of America and in touch with the minorities too. This was a valuable piece of propaganda to the way in which the election panned out, as Bush became popular with the Hispanic community. This clearly indicates the modern day significance that television has on the electoral process. It emphasised exactly how a candidate is able to manipulate an audience through means of organised, televised campaigning. It was a highly tactical method of gaining votes from the Hispanic community, while also boosting the public image of Bush as a man who cares for all aspects of American society.
It is not just the elections that are covered by the televised media however. Politicians are scrutinised and monitored all year round. Live coverage of debates within the senate as well as at local level are now common. The nation can view debates on varying issues relevant to the possible adaptation of the un-codified constitution.
Television has certainly raised the profile of the President of America too. The press and public alike are exposed to the President on a daily basis and it was from this that opinions are drawn. A shift on focus from mere policy to presentation and charisma has occurred to an extent, meaning that television impacts politics for the President and any other high profiled politician to a huge degree.
Television allowed for the emphasis to be taken off newspapers, as mainstream America could now rely on a more convenient form of mass media, through the various television networks. It has always been the tendency for new technology to replace existing methods and techniques, this was certainly the case when television was becoming popular. Newspapers worked to compliment the television coverage and offered an analysis and more in depth views, yet the nation became engrossed in the live televised debates that typified the 1960’s. Modern day elections work in the same manner, the newspapers supplement the coverage offered by radio and television. With television offering most of the exposure to the public it seemed inevitable that it would be the main focal point for campaigners attention. As a result adverts, debates and mere publicity stunts became daily, national news. The plentiful news networks offer intensive coverage of events, literally featuring the daily activities of each candidate. The actual election is televised all through the night with various count ups from the electoral colleges and states across America, with the winner being announced at the end of the evening. This provides the nation with a minute-by-minute insight into how the election is being run.
The debates of 1960 proved to be a huge turning point in the way in which American debates and politics in general were conducted. The television coverage revolutionised the profile and nature of politicians forever. Daily bulletins from the President are instantly accessible via any news network and the stature and role of the job has extended beyond just a chair in office due to this fact. The President’s role is now seen to be highly influential and powerful, with the ability to address a nation at his will.
Television has changed the face of American politics immensely and has had a visible knock on effect across the world, with such media coverage being adopted on a global scale. It has raised the profile of politics to a great extent and has made it easily accessible to the general public, while also acting as a positive means of campaigning for politicians.