Analyzing Televised Presidential General Election Debates

This paper describes how general election presidential debates have changed over the last four decades. It will trace the development of the debate format, the dynamics of visual rhetoric, and the patterns of discourse; and will compare the standards followed by John F. Kennedy and Richard M. Nixon in the first series of general election presidential debates held in 1960, with those followed by Barack Obama and Mitt Romney in the latest series of debates held in 2012. It will also analyze debate videos and transcripts in order to identify the techniques used during both series of debates, and emphasize the similarities, differences, and effectiveness thereof. Considering the growing influence of the media on presidential campaigns over the last forty years, it is assumed that the rules and format for debates, as well as the dynamics of visual rhetoric and functions of debate discourse, have changed. This stands in contrast to the role of such debates in managing and guiding public opinion during elections, which has remained the same.