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2 You are going to read an article about the first TV politician. Choose
the most suitable heading from the list A-F for each part 1-5. There is one
extra heading which you do not need to use.
A Appearance can spoil everything
B Body language and facial expression
tell more than words
C False impression
D Media as a winning factor
E The manner of speaking is of high
priority
F Debates were won due to radio
opportunities
The First TV Politician
1
Nowadays politicians in all countries use television during elections. TV is an
important part of any modern democracy. The first time that TV showed its power
was during the 1960 Presidential election in the United States. The candidates
were Vice-President Richard Nixon (Republican) and Senator John F. Kennedy
(Democrat). The two candidates agreed to a series of four television debates. By
1960, 88% of American homes had a TV. Historians believe that the TV debates
won the election for Kennedy.
2
The first debate was on September 26th 1960 at 8.30 pm Chicago Time. Nixon
looked awful. He had dark facial hair and always looked unshaven. He tried to
cover this with a cosmetic called 'Lazy Shave'. It wasn't a professional TV
cosmetic, and it began to melt under the hot studio lights. Nixon also had sweat all
over his face, and dark areas under his eyes because he had been ill in hospital
two weeks earlier. He was wearing a light grey suit.
3
By contrast, Kennedy looked young and also serious. He wore a dark suit, and
was very careful about body language. He didn't use many gestures. He spoke
directly to the camera (and therefore to the TV audience) when he was talking to
Nixon.
4
Nixon looked at Kennedy while he was speaking to him, not at the camera. When
Kennedy asked a question, Nixon moved his eyes from side to side. He looked
dishonest. The TV audience of 70 million people thought that Kennedy won the
debate.
5
The debate was also broadcast to a large radio audience. Some surveys showed
that the radio audience thought that the two candidates were equal in the debate.
Other surveys showed a small majority of radio listeners thought Nixon had won
the debate! When Nixon later won the 1968 and 1972 elections, he had a large
team of media advisers.
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