Becoming JFK: A Profile in Communication — Study Notes

A Television Presidency

  • By 1960, most American households had a television, dramatically changing public perception of the presidency.

  • Kennedy became the most visible president, using TV inventively to set an example for evaluating candidates; it was a "two-edged sword" that could enhance or destroy public opinion.

  • TV delivered images and messages into homes, making nonverbal cues, voice, appearance, and demeanor as crucial as content for credibility.

Television: A Two-Edged Sword

  • TV made a candidate's image as important as their message, affecting credibility through nonverbal behavior and verbal content.

  • By 1962, TV was the primary news source, requiring succinct, short, and repeatedly reinforced messages for broad audience reach.

An Innovation in Press Conferences: Live Television

  • Pierre Salinger proposed live, televised presidential press conferences, beginning January 25, 1961, after Kennedy's debate performance.

  • Live coverage offered direct, verifiable messages to the public, marginalizing print journalists.

  • The first live conference drew 60 million viewers, showcasing Kennedy's wit, poise, and extensive preparation.

Preparing for the Telecasts

  • Kennedy compared prep to "taking a final exam twice a month" for regular telecasts.

KENNEDY VERSUS U.S. STEEL: USING THE TELEVISED PRESS CONFERENCE ARENA

  • On April 11, 1962, Kennedy used a televised press conference to force U.S. Steel to rescind price increases.

  • He publicly blamed steel executives for "contempt for the public interest" amid inflation concerns, leveraging TV to shape public opinion.

  • The administration initiated various actions, leading to the rescinding of price increases within 72 hours, demonstrating TV's power in public pressure.

INNOVATING A TELEVISED PRESIDENTIAL INTERVIEW

  • Kennedy participated in an hour-long "A Conversation with the President" in 1962, filmed in the Oval Office, airing in prime time.

  • He presented himself as a knowledgeable, measured leader, discussing crises (e.g., Cuban Missile Crisis), domestic issues, and civil rights.

A Telegenic, Tele-savvy President: Kennedy on Television’s Role in Politics

  • Kennedy viewed TV as revolutionary for politics, rewarding honesty and intelligence, and watched replays to improve his performance.

  • He strategically controlled lighting, camera angles, and even used "dull answers" to uncooperative questions to ensure favorable editing and message distribution.

EXPERIMENTING WITH A DOCUMENTARY

  • In his third year, Kennedy participated in "Crisis: Behind a Presidential Commitment" on the University of Alabama confrontation, documenting decision-making.

  • While praised for educational value, critics debated potential compromises to presidential dignity.

KENNEDY'S PRESIDENTIAL RECORD ON TELEVISION

  • Kennedy drove peak-audience moments: Inaugural Address (heavy viewing), debates (62 million viewers), "Conversation" (60 million viewers).

  • He delivered nine radio/TV addresses and 64 live news conferences.

JACQUELINE KENNEDY: A MEDIA ICON FOR THE KENNEDY PRESIDENCY

  • Jackie Kennedy developed a distinct media persona, defining elegance and influencing fashion ("Jackie Look").

  • She restored the White House's ambiance, inviting artists and promoting American culture.

A Tour of the White House with Mrs. John F. Kennedy

  • Jackie orchestrated a nationally televised tour of the restored White House in early 1962, drawing 46 million viewers.

  • The program showcased her warmth and the administration's cultural emphasis, achieving broad international circulation.

TELEVISING FOUR DAYS IN NOVEMBER

  • John F. Kennedy's assassination (November 22–25, 1963) became the first televised national tragedy, with continuous coverage reaching 200 million U.S. viewers and 600 million internationally.

  • It cemented TV's role in national mourning and public memory, connecting people to a shared experience of grief.

EPILOGUE: JOHN F. KENNEDY AS A COMMUNICATOR

  • Kennedy's public discourse centered on three ideas:

    • Preparedness against totalitarian threats in a nuclear age.

    • American democratic progress.

    • Mankind's problems are solvable by human effort.

I. PREPAREDNESS IN A NUCLEAR AGE IS THE BEST DEFENSE AGAINST TOTALITARIAN GOVERNMENTS

  • Kennedy believed democracies must be vigilant, increasing ground forces and relying on secrecy and negotiation during crises like Berlin and the Cuban Missile Crisis.