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Gabe Diamond
Research Paper
Norris
POLS 4515
The Election of John F. Kennedy
John F. Kennedy is one of the most polarizing political figures in American
history. His rise to political and social stardom and eventual demise is a story with
so many intriguing details, some of which have still yet to be determined to be true.
The 1960 election was one of the closest Presidential elections to date. At age 43,
Kennedy had the chance to become not only the youngest President, but the first
Catholic one as well. His opponent, Richard Nixon was seen as a big favorite. He had
just served 8 years as the Vice President under President Dwight Eisenhower. The
campaign between the two was groundbreaking, in that, the first televised debates
occurred during this election. This played a huge role in the election of John F.
Kennedy. Many people also questioned Kennedy’s ability to put the needs of the
United States above that of the Catholic Church and the Pope. He was able to erase
enough of those doubts in order to get elected. Kennedy was a firestorm of many
new qualities never before seen in the White House. Kennedy was not just a
Presidential and political icon, but he had admirers in all walks of life. Perhaps it
was his good looks and charm, but at the very core, it was his uncanny ability to
reach people and deliver his message with courage and conviction.

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My research will focus on the campaign of John F. Kennedy in the 1960
election starting from pre-nomination all the way through the election. The election
of Kennedy is an amazing story and one that still resonates amongst the political
minded students and officials alike. I will show that his consistent campaign strategy
throughout his political career would prove successful at every level he pursued. My
research will show how a 43-year-old Catholic man became President of the United
States, despite all the prior history telling him that it couldn’t be done.
John F. Kennedy began his political career as a United States Representative in
Massachusetts in 1947. He had recently graduated from Harvard and returned home
from Navy deployment. Kennedy was a well-known man because of his last name
and large fortune. The Kennedy brand and fortune allowed John to be such a big
player in his first campaign at the young age of 29. Many believe he only won his
seat in this election was because of said fortune. However in the book, Jack: A Life
Like No Other, by Geoffrey Perret, he states,
Political history in the United States is replete with instances of people
spending staggering sums to win elections only to come up empty-handed.
Money in politics works synergistically, adding strength to a strong
candidate, but often making a weak one look stupid. Jack Kennedy possessed
advantages his father's money could not buy (Perret 135).
JFK seemed to have it all at such a young age that his money was just one, albeit very
important, of the many attributes he possessed that made him such a good
candidate.

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In this particular race, Kennedy was vying for a vacated seat, so the
competition was not going to be easy. There was 10 candidates slated to compete
for the Democratic nomination for the open seat, however it would be one man who
would be JFK’s greatest competition. Michael Neville, the Mayor of Cambridge and
former Speaker of the House in Massachusetts was going to put up a large fight
against Kennedy. Neville possessed the love of his Massachusetts citizens and had
years of experience to Kennedy’s very limited time around politics. Kennedy’s team
knew that if they could take Cambridge, he would have a great chance of success. In
the Historical Journal of Massachusetts, Seth Ridinger wrote his piece titled, John F.
Kennedy: Public Perception and Campaign Strategy in 1946. In said piece, Ridinger
states, “Taking the campaign to the streets and introducing the candidate to as many
voters as possible swiftly became a central strategy in the fight. Candidates have
knocked on doors before, but Kennedy did it with great energy and enthusiasm”
(Ridinger 118). This strategy paid dividends for JFK but this was not without hard
work. “Kennedy traveled all over the district meeting voters. Dave Powers recalled
that after shaking thousands of dock workers' hands in the morning, Kennedy would
then walk up Bunker Hill Street knocking on every door in that three-decker
neighborhood." (Ridinger 119). Door to door politics was not a new concept but
Kennedy did it better than everyone else. His charm, looks, approachability and
sincerity allowed him to attain votes not believed to be in his favor. He would
continue this strategy throughout his campaign ultimately leading to a decisive
victory. Kennedy would win the election by a margin of nearly 43,000 votes.

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Kennedy learned from his successful campaign and used his approachability
to attack the voting areas in which the other candidates were strong. JFK would
serve in the house from 1947-1953, where he would then move on to the Senate.
Kennedy used many of the same tactics that had won him office in 1946 in the 1953
Senate race. He would go on to serve as a Senator of Massachusetts until 1960. This
was used as a steppingstone to jump into the highest political position in the United
States. Jack was smart; he knew that his momentum, popularity and financial
backing would allow him to pursue such a large goal at the age of 43.
Coming into his decision to run for President, Jack was beloved by a lot of
people. Many of those in Massachusetts loved him, and the country was on its way to
doing the same. “Even before he was president, JFK became a personification of
family values…It was the familial contextualization of JFK that would ultimately lead
to the Kennedys being regarded as America’s royal family” (White 230). Kennedy’s
rapid and sudden rise through the political stratosphere provided him with an
extremely strong foundation for his presidential campaign, despite his lack of years
of experience. This race wouldn’t be easy; even if Kennedy could secure the
Democratic nomination, he would be running against the incumbent Vice-President,
Richard Nixon. Kennedy needed to hit the ground running if he wanted to gain the
nomination and beat out the experienced Richard Nixon. He started with his image.
He knew, over everything, this was on advantage experience couldn’t buy. As
shallow as it is, he was able to use this to further expand his name and brand.
“Before running for the presidency, therefore, John Kennedy had developed a

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potently alluring, multi-faceted image as a war hero, man of letters, precocious
politician, family symbol and sex symbol” (White 231).
Kennedy would then need to convince the Democratic Party elites that he
could in fact win the Presidential race. He started this by going around the country
meeting and making friends with many important political activists and figures in
order to garner more support. He also submitted into seven of the sixteen primaries.
He went out to prove that he could win said primaries in states in which the other
candidate were favored to win. For example in the Wisconsin Primary, Kennedy
beat out Minnesota Senator Hubert Humphrey in his own part of the country. This
was seen as a big win within the party. He would then move onto West Virginia, a
state in which the majority of the citizens are of protestant background. As a catholic
man, a victory would provide proof that Kennedy could overcome religious biases as
well. His strategy would pay dividends, as he would go onto secure the nomination.
The other candidate Lyndon B. Johnson, who would later become his Vice-President,
neglected to participate in primaries, assuming that Humphrey and Kennedy would
split votes and knock each other out of the race. (Norrander)
Once Kennedy received the nomination, it was on to the national race.
Kennedy would use many of the same strategies that won him both his House and
Senate campaigns. He attacked the base of the opponent. With Nixon being from
California, Kennedy and his team knew that he could capitalize and steal votes in the
south. He would attack in his speeches all throughout the south before and during
the campaign. In his first major address, he focused on the foreign policy downfalls

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of President Eisenhower’s administration. He constantly promoted his contribution
to the Kennedy-Ervin Labor Reform Bill, capitalizing on antiunion sentiment. His
speech to the Alabama League of Municipalities focused on labor racketeering
rather than partisan issues. In another important speech, Kennedy juxtaposed the
patriotic emphasis on the greatness of America with accusations that the America’s
world reputation had decreased in stature under Eisenhower’s administration
(Land 49). His efforts would pay-off, as Kennedy would go on to win Georgia, South
Carolina, Mississippi, Louisiana, Texas, Arkansas, New Mexico and Missouri.
Kennedy was smart, in realizing that it is not only smart to talk about favorable
issues in the south, but to avoid the big issue of civil rights. He constantly deflected
questions about it often replying with humor. “Asked in Alabama how he would vote
if the civil rights bill then pending in Congress were to come up for a vote
immediately he replied, ‘That bill is still in committee and for that reason I am not
going to answer that question.’”(Land). He implemented his attack strategy in many
places during his campaigns, and it proved to be extremely successful in the key
southern states.
Kennedy also needed the Christian vote and as a catholic, this would be an
uphill battle. It would be one he would conquer. On September 12, 1960, Kennedy
gave a speech to the Greater Houston Ministerial Association. This speech was vital
in helping to secure the non-Catholic vote, but Kennedy knew he couldn’t alienate
Catholicism either. In this speech, in one of his many quotable lines, he stated, “I
believe in an America where the separation of church and state is absolute— where
no Catholic prelate would tell the President (should he be Catholic) how to act, and

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no Protestant minister would tell his parishioners for whom to vote—where no
church or church school is granted any public funds or political preference”
(Newman 711). This was a monumental speech designed to separate him from all
religion, as many of his detractors feared America would become a Catholic nation
and that Kennedy would align his politics with the Vatican’s.
The other demographic that both Kennedy and Nixon were vying for was the
African American vote. With civil rights being the most untouchable issue in the
campaign, both sides treaded lightly as to endear themselves to the black
community but not so much as to alienate their white southern constituency.
Kennedy was able to capitalize on receiving the vote by ingratiating himself and his
family with the recently jailed Martin Luther King Jr. and his wife Coretta Scott King.
“Kennedys decision to telephone Coretta Scott King on a late October day to offer
sympathy for her jailed husband, reinforced by Robert Kennedy's subsequent call to
help secure Martin Luther King Jr. s release, has become the campaign's iconic event
and a storied explanation for the outcome of the election. The phone calls, the
conventional re- counting goes, endeared Kennedy to a skeptical black America and
provided the critical boost for his ultimate victory” (Meriwether 738-739). Kennedy
also used the growing importance of several African nations gaining their
independence to gain black support. His constant referral to improving African
education and improving the quality of life in those newly independent countries
and all of Africa, allowed him to avoid talking about the domestic civil rights issues
in many situations. It was a smart campaign strategy that helped steal another key
demographic from Nixon.

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The 1960 election was not only paramount in the tightness of the race, but it
was unique in its debates. The 1960 Presidential debates were the first to ever be
televised. This was seen as possibly the biggest advantage for Kennedy.
“The reasons for JFK’s triumph over Nixon have long been debated. Factors
such as the recession in 1960, the support Kennedy received from African
Americans, and the contrasting campaigning strategies employed by
Kennedy and Nixon have been cited. But it seems probable that the four
Nixon–Kennedy television debates…were of decisive importance to the
outcome of the election. A majority of those who listened to the first debate
on radio believed it to be evenly matched, whilst most Americans who
watched it on television thought Kennedy had triumphed”
Kennedy’s ability to transcend Nixon’s experience during the debates gave him the
decisive edge he needed. In the first debate Nixon’s suit faded with the backdrop
and his makeup ran down his face from sweat. Arguments were had as to who truly
won each debate. Those who listened on radio typically believed that Nixon had won
the debate. However, those watching on TV gave a favorable advantage to Kennedy.
Fair or not, Kennedy knew his looks and charm was an advantage and he was in no
position to ignore a clear advantage.
Kennedy was, in every sense of the word, a celebrity. Very few presidents
were as popular as he was during his time in politics. Kennedy dated high profile
actresses, dressed like a Hollywood star and looked like he belonged on the big
screen. Sometimes his celebrity status hurt his credibility but more often than not, it

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endeared him to entire American public that loved their celebrities. Even during his
Presidency, Kennedy struggled with issues usually associated with stars. “JFK was a
womanizer who had trouble in his marriage and lived somewhat recklessly…Even
when JFK skated close to the edge, it benefited him. Having sex symbol Marilyn
Monroe sing "Happy Birthday" at a huge party given in the president's honor in
1962 heightened his allure as a matinee idol” (Walsh). He was able to use his
father’s connections in Hollywood and friendships with big Hollywood affiliates to
create, build, improve and win with the Kennedy Brand. “The Kennedy family had
deep roots in the Hollywood studio system. JFK’s father, Joseph Kennedy, ran three
production studios on the West Coast… They all taught him lessons in
communication that would prove increasingly valuable as television and advertising
took hold of American politics in the 1950s” (Brownell & Sherman). Frank Sinatra
was a close friend of Kennedy’s and Jack used this friendship in many public
appearances, parties and campaign events. Everyone loved Ol’ Blue Eyes and
associating himself with the most popular man in the music industry was a brilliant
move by Kennedy. His celebrity status and icon image also gave him an edge over
the strictly political Richard Nixon.
In conclusion John F. Kennedy was able to overcome a myriad of obstacles to
win both his congressional seats, the Democratic nomination and eventually the
Presidency all on his first try. His campaign strategies stayed very similar
throughout his career. His system worked and he exploited every facet of it. He
attacked not only his perceived weaknesses but also the strengths of his opponents.
He was brash, cunning, bold, smart and savvy, and he used all of the aforementioned

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to his benefit to win the race. On top of all of his personality traits, he also happened
to look, dress, speak and behave like a superstar. Ladies loved him and men wanted
to be him. He had the envy of the entire country. His use of his popularity may be
seen as a gimmick or an advantage not relevant to the political world, but Kennedy
didn’t care. He used every advantage he had to win. The 1960 election was one of
the closest in history. Kennedy only won by .17% of the popular vote but by 56% in
the electoral vote. John F. Kennedy didn’t run a perfect campaign, no such campaign
exists, but his was very close to that. It needed to be in order to overcome all the
obstacles in front of him to become the 35th President of the United States of
America.

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Works Cited
Geoffrey. Jack : A Life Like No Other. n.p.: New York : Random House, c2001., 2001. U
of Georgia Catalog. Web. 22 Apr. 2015.
RIDINGER, SETH M. "John F. Kennedy: Public Perception And Campaign Strategy In
1946." Historical Journal Of Massachusetts 41.2 (2013): 112-135. America:
History and Life with Full Text. Web. 22 Apr. 2015.
White, Mark. "Apparent Perfection: The Image Of John F. Kennedy." History 98.330
(2013): 226-246. Humanities International Complete. Web. 22 Apr. 2015.
Norrander, Barbara. The Imperfect Primary: Oddities, Biases, and Strengths of U.S.
Presidential Nomination Politics. New York: Routledge, 2010. Print.
Land, Guy Paul. "John F. Kennedy's Southern Strategy, 1956-1960." The North
Carolina Historical Review 56.1: 41-63. JSTOR. North Carolina Office of
Archives and History. Web.
<http://www.jstor.org/stable/23535517?seq=16#page_scan_tab_contents>.
Meriwether, James H. "Worth A Lot Of Negro Votes": Black Voters, Africa, And The
1960 Presidential Campaign." Journal Of American History 95.3 (2008): 737-
763. History Reference Center. Web. 22 Apr. 2015.
Walsh, Kenneth T. "A Celebrity In The Oval Office." U.S. News Digital Weekly 7.9
(2015): 12. Academic Search Complete. Web. 22 Apr. 2015.
Brownell, Kathryn, and Bruce Schulman. "JFK's Legacy : The Party's Over." Reuters.
Reuters, 22 Nov. 2013. Web. <http://blogs.reuters.com/great-
debate/2013/11/21/jfks-legacy-the-partys-over/>.
NEWMAN, STEPHEN A. "From John F. Kennedy's 1960 Campaign Speech To
Christian Supremacy: Religion In Modern Presidential Politics." New York
Law School Law Review 53.3/4 (2009): 691-733. Academic Search Complete.
Web. 22 Apr. 2015.