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- W2029608972 abstract "Images from the 1960 presidential campaign are still poignant nearly fifty years after the event: John F. Kennedy alone on stage addressing the “Catholic issue” to an audience of Houston ministers, for example, or Richard M. Nixon's sweaty, pale face broadcast nationwide during the first of four presidential debates. In The First Modern Campaign, Gary A. Donaldson provides a tightly argued synthesis of contemporary reports, academic works, oral histories, and archival sources. According to Donaldson, the 1960 campaign significantly changed presidential elections by elevating the role of image. The candidates' unprecedented exploitation of the party primaries, as well as the technologies of air travel and television, distinguished 1960 from previous elections. In an age when television reached 80 percent of U.S. homes (a 30 percent increase from 1956), Kennedy manipulated media coverage of the party primaries to gain national exposure. Furthermore, an organization of intellectuals—who analyzed polling data to inform advance men who then acted on their conclusions—marketed the Kennedy brand name. The campaign's televised debates proved pivotal because surveys revealed that the radio audience rated the candidates' performance differently than did the viewing audience. On camera, the calm, well-tanned Kennedy seemed to have outperformed the sickly Nixon. Donaldson's narrative does not illustrate the power of media in previous or in subsequent elections. Yet most readers, having experienced the power of media images first hand, will find this argument intuitively persuasive." @default.
- W2029608972 created "2016-06-24" @default.
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- W2029608972 date "2008-06-01" @default.
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- W2029608972 title "The First Modern Campaign: Kennedy, Nixon, and the Election of 1960. By Gary A. Donaldson. (Lanham: Rowman & Littlefield, 2007. x, 199 pp. Cloth, $70.00, ISBN 978-0-7425-4799-5. Paper, $22.95, ISBN 978-0-7425-4800-8.)" @default.
- W2029608972 doi "https://doi.org/10.2307/25095590" @default.
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