The Beginning of Campaign Conversation: History Rewinds Itself

On September 23, 1952, Senator Richard Nixon secured a prime time appearance on KPTV television to defend charges against him regarding rumors of the existence of a slush fund, believed to be used in financing Nixon’s campaign.  With the Truman-Eisenhower presidential election only weeks away, it was important that Nixon reach as many voters as possible in order to reclaim his integrity and save the Republican chance for victory in the next election.

 With the acknowledgement that those watching his speech, were likely to be familiar with the charges against him, but not with the bureaucratic rules for financing political campaigns, Nixon treated the audience as intelligent adults, who, with the correct knowledge could conclude on their own that it was all a misunderstanding or an unfounded smear campaign by his political foes.

 By minimizing statements that would reflect party affiliation, Nixon made it clear that his speech was not about recruiting democrats or rallying republicans, but about regaining personal credibility. Nixon positioned himself at the outset of his remarks as a citizen concerned about his perceived integrity and only near his conclusion did he step into the role of a partisan campaigner.

In a speech that would make history and become known as  the “Checkers” speech, Nixon communicated his intended identity, as well as the driving force in his message, in the first three words.  They are “My fellow Americans,” and shortly after these words are spoken, titles, such as that of a senator or a lawyer become mere formalities and Richard might as well be sitting next to you on the couch, asking you if you see where he’s coming from.