How Body Language Can Win You an Election

On September 26, 1960, the first televised U.S. presidential debate took place between John F. Kennedy and Richard Nixon. This was a significant moment in American history as not everyone owned a television yet, so part of the population watched on television while others listened on the radio.

• Nixon had injured his knee on the campaign trail and spent about two weeks in the hospital before the debate, causing him to lose weight and feel unwell • Kennedy was young, relaxed, and had been preparing with his aides all weekend leading up to the debate

Everyone who watched the debate on television believed Kennedy won, while everyone who listened on the radio believed Nixon won. This was the first time in U.S. history where a presidential debate caused such a huge discrepancy in voter perception.

• Kennedy ultimately won the election, with Nixon later stating in his memoir that he believed his body language in that debate cost him the election • Half of the voters surveyed said the televised debate influenced their decision

Kennedy said in front of Nixon that he didn't need makeup, leading Nixon to agree he wouldn't wear makeup either. Kennedy then secretly went off to his makeup lady while Nixon remained without makeup.

• Nixon appeared on camera without makeup while looking unwell and was sweating profusely • Some accounts indicate Nixon had cakey, very thick makeup applied that made him appear to be sweating and lying throughout the debate • He was possibly on painkillers from his knee injury

Kennedy had his face professionally done with makeup, giving him a more polished and trustworthy appearance on camera compared to Nixon's distressed look.

The stark difference in appearance between the two candidates significantly influenced how the television audience perceived their credibility and fitness for office.

There was no other televised presidential debate for 16 years after 1960. Nixon refused to participate in televised debates again, and subsequent candidates like President Johnson also avoided them.

It took 16 years before politicians became brave enough and received coaching to feel confident they could appear on television and display the correct body language.

Body language and nonverbal behavior are incredibly powerful in influencing voters and election outcomes, as demonstrated by the unprecedented impact of the 1960 debate.

This historical event illustrates how nonverbal communication can determine the course of political history and the importance of understanding body language in leadership and persuasion.