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12017-04-09T20:47:08-07:00Edwin Chau4dd36665f9fe2f9fefda7a4db937ccc1e3f546df161537plain2017-04-10T11:45:52-07:00Edwin Chau4dd36665f9fe2f9fefda7a4db937ccc1e3f546dfTelevision media defined visual culture of the 1960 election, marking a shift from political campaigns that were dominated by radio and newspapers. Looking back on the shift in visual culture, John Self compared the image technology of 1960 and its impact on politics: “It can be said without much reservation that the 1960 debates between John F. Kennedy and Richard M. Nixon were the most significant, groundbreaking American political campaign events of the twentieth century...Two presidential candidates charged into relatively uncharted political waters by agreeing to go on live television, together, without scripts or notes. This was a radical departure from typical presidential campaigning” (Self). The popularity of television commercial ads helped Kennedy and Nixon appeal to Americans. In particular for the Kennedy campaign, the medium was used to boost his name recognition, appeal to middle-class families and minorities, and present himself as a stronger man through commercial ads and real-time debates. Mark White remarks on Kennedy's self-promotion of his visual image: "A good-looking, well-groomed and (in political terms) young man, it was not difficult in the 1950s for Kennedy and his advisers to use his physical attractiveness to raise his profile and broaden his appeal" (White).Kennedy edged out one of the closest elections in US history, and his victory, previously seen as a long shot, established the superior effectiveness of television over previous campaign advertising like radio and newpapers. Television media was popularized as a political medium after Kennedy’s success in 1960, and televised images became more prominent than audio and text.
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12017-03-17T19:55:41-07:00Edwin Chau4dd36665f9fe2f9fefda7a4db937ccc1e3f546dfSills Family12Kennedy visits the home of a middle class American family. He directly asks them their problems with the rising costs of living and listens to them. He sounds knowledgeable about how he can confront the problem.plain2017-04-09T14:58:04-07:00Edwin Chau4dd36665f9fe2f9fefda7a4db937ccc1e3f546df