The media so far has been portrayed
...ople ever watched them. The then candidate for the Vice-presidency, Nixon, made the 'checkers speech' and firmly established television as a powerful political medium, 1956 saw the use of short advertising spots and negative campaigning. Based on the experience of 1952 election, this new strategy seemed more appealing to the public and has remained since. 1960, and the emergence of a candidate prepared to take acting lessons and a speechwriter, Kennedy came to victory with the "model campaign." The first televised debate between Nixon and Kennedy is said by some to have made the difference between Kennedy winning and Nixon not. The first debate was watched by 70-75 million voters, Nixon had a knee inflammation and was physically worn down. Kennedy looked younger, tanned and more at ease on the screen. Nixons make-up also made him look like he had not been bothered to shave. "Since Nixon missed the presidency by less than 100,000 votes, a ridiculously narrow margin on the scale of the United States, the first debate has generally been considered as the reason for his failure." The campaign emphasises a shift from the public voting on issues and taking more notice of presentation and style. This shift to perception together with a simplification of the message can be attributed to the influence of the Mass Media. The campaigns after 1980 have taken on other characteristics such as the use of the photo opportunity - the candidate shown in a particular situation, for example, riding a horse or walking to or from a vehicle. However, the media is becoming more expensive. Since 1980, nearly half of federal campaign budgets for presidential elections have been spent on buying television airtime. The reliance on television and its high costs has led the way for the likes of Steve Forbes (1996) and Ross Perot (1992) to become involved in Presidential elections without having a firm political base (for example, party or faction backing, political experience, or prior knowledge). Wealth has become a barrier to anyone wishing to become elected and a way for the rich to have a go. Negative campaigning in the 1980s went on more, the Bush campaigns of 1988 and 1992 were, "ruthless, relying on vehement negative spots." The aim to deflect attention away from on candidate, and emphasise a trait or past experience of the other candidate which is likely to discourage voters from electing him. Although it worked for Bush in 1988, it had less affect against Bill Clinton. With day-to-day effects of the media, another American example - Ronald Reagan - shows how the right person can adapt and use the media to their advantage. Ronald Reagan was President from 1981 until 1989 and was the first President to complete the two full terms since Eisenhower (1953-1961). He came to the post with no experience of Washington, "He was an ex-actor, an ex-professional after dinner speaker. He had no direct experience of national government before becoming President, and he had no experience of international politics." His use of photo opportunities, stage managed presentations and speeches broadcast by the media greatly enhanced his popularity and his ability to govern. Richard Neustadt comments that Reagans' background in acting, use of charm, ability to appear concerned and dominate conversations with anecdotes which filled up time and prevented heated debates, raised his popularity and prestige with the public. 'The Great Communicator' together with his Director of Communications managed to manipulate the media t...