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The Election of 1960: Kennedy vs. Nixon and the Television Age

Hakeem Fullerton

The election of 1960 was one of the closest and most dramatic contests in U.S. history, remembered for its razor-thin margin, its groundbreaking use of television, and the emergence of a new generation of leadership. Vice President Richard Nixon, hoping to follow in Dwight D. Eisenhower’s footsteps after eight years of Republican rule, faced the young and charismatic Senator John F. Kennedy of Massachusetts.

Nixon for President

After serving as Eisenhower’s vice president for two terms, Richard Nixon entered the 1960 race as the presumptive Republican nominee. His main challenger was New York Governor Nelson Rockefeller, leader of the party’s moderate “Eastern Establishment.” But Rockefeller quickly dropped out, unable to overcome Nixon’s national popularity and Eisenhower’s quiet support.

Nixon secured the GOP nomination, becoming the first sitting vice president nominated for president by a major party since John C. Breckinridge in 1860. He chose Henry Cabot Lodge Jr., U.S. Ambassador to the United Nations and former Senator from Massachusetts, as his running mate.

Nixon’s strategy was ambitious: a 50-state campaign. Determined to visit every state in the Union—including recently admitted Alaska and Hawaii—he pushed himself to exhaustion. A knee injury, sustained early in the campaign, slowed him further, leaving him looking gaunt and tired by the time of the first debate.

Kennedy and the Democrats

The Democratic field was crowded in 1960. Notable contenders included:

But the star of the show was John Fitzgerald Kennedy, the 43-year-old Senator from Massachusetts. Backed by his family’s wealth, charm, and organizational skills, Kennedy built momentum in key primaries, defeating Humphrey in Wisconsin and West Virginia. His campaign emphasized youth, vigor, and a call to a “New Frontier”—promising action on civil rights, poverty, education, and space exploration.

Kennedy’s Catholicism was a major issue, echoing the struggles of Al Smith in 1928. To counter anti-Catholic sentiment, Kennedy delivered a landmark speech in Houston before Protestant ministers, declaring: “I am not the Catholic candidate for president. I am the Democratic Party’s candidate for president who happens also to be a Catholic.” His firm stance on the separation of church and state eased voter concerns.

To balance the ticket, Kennedy selected Lyndon B. Johnson as his running mate, helping him shore up support in the South.

The Cold War Backdrop

Foreign policy loomed large in 1960. The Cuban Revolution of 1959 had brought Fidel Castro to power, alarming U.S. leaders. The U-2 incident in May 1960, when an American spy plane was shot down over Soviet territory, embarrassed the Eisenhower administration and fueled Cold War tensions.

Kennedy argued that the U.S. had fallen behind the Soviets in missile production, warning of a dangerous “missile gap.” Nixon countered that the Eisenhower administration had maintained peace and prosperity, portraying himself as the candidate of experience and stability.

The Televised Debates

The election of 1960 is best remembered for its four presidential debates—the first ever televised. The first debate was a turning point.

Kennedy appeared confident, tanned, and composed. Nixon, pale from illness and visibly uncomfortable after refusing makeup, looked weary under the studio lights. Viewers who listened on the radio thought Nixon held his own, but those who watched on TV overwhelmingly believed Kennedy had won.

Kennedy’s polished television presence made him the first true “television president.” Nixon improved in later debates, but the image of Kennedy as young, vigorous, and ready for leadership had already taken hold.

Civil Rights and the October Surprise

Civil rights also shaped the campaign. In October 1960, Martin Luther King Jr. was arrested during a sit-in in Georgia. Nixon, despite personal sympathy, chose not to intervene. Kennedy, by contrast, called Coretta Scott King to express support, while his brother Robert Kennedy worked behind the scenes to secure King’s release.

This gesture won Kennedy crucial backing from African American voters, especially in swing states like Illinois. Combined with his appeal to Catholic voters and younger Americans, it provided him with the narrow edge he needed.

The Campaigns

Kennedy’s campaign projected optimism and energy, with ads showing him interacting with ordinary citizens and celebrities, emphasizing youth and change. His promise of a “New Frontier” inspired voters who sought a generational shift.

Nixon, running on experience, pledged to continue Eisenhower’s legacy of prosperity and peace. But his decision to campaign in every state spread him thin, allowing Kennedy to focus on key battlegrounds like Illinois, Texas, and New Jersey.

The Results

On November 8, 1960, one of the closest elections in American history unfolded.

Kennedy’s popular vote margin was just 112,827 votes nationwide. A handful of Southern electors defected to cast their votes for segregationist Harry Byrd, but this did not change the outcome.

Kennedy became the 35th President of the United States, the youngest ever elected and the first Catholic president. Nixon conceded gracefully, despite allegations of voter fraud in Illinois and Texas.

Conclusion

The election of 1960 was a watershed moment in American politics. Television reshaped how candidates reached voters, civil rights began to influence presidential outcomes, and a new generation of leadership entered the White House.

Just as Dwight Eisenhower’s landslides in 1952 and 1956 had signalled the high point of post-war Republican strength, Kennedy’s razor-thin victory ended that streak and marked the beginning of a new Democratic era. But Kennedy’s presidency would be tragically cut short, setting the stage for the dramatic and transformative election of 1964.

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