The mad science of the US presidential election

The technology used in presidential campaigns has changed enormously in the modern era. The first televised debate in 1960 between John Kennedy and Richard Nixon was a bellwether; listeners tuning in via radio considered the debate a draw or even a slight win for Nixon. But the 65 million who tuned in by TV saw something very different. Kennedy appeared vigorous yet relaxed, while Nixon looked pale and nervous.

According to observers, sweat appeared on Nixon's brow and cheeks, and his lips seemed at times to form a disoriented smile unrelated to his words. Those viewing the debate on television judged Kennedy as the clear winner. This prompted New York Times columnist Russell Baker to later write, "That night, television replaced newspapers as the most important communications medium in American politics". 

Things have moved on since then, particularly in recent years with the advent of the internet. The internet has been a democratising technology to some degree, but other technologies have dramatically undermined the public discourse. Powerful methods adapted from the commercial world to the political have turned politicians into brand names and products. Playwright Arthur Miller, who in his illustrious career dealt with his share of actors and staged drama, in 2001 pithily observed that political leaders have become actors who now understand "that to govern they must learn how to act".

So when you get excited over a Presidential candidates speech, remember: the mad scientists who work for him are really good at figuring out what you want to hear. And Obama, just like Bill Clinton and George W Bush, is really talented at reading the Teleprompter.
 
Read more: The mad science of the US presidential election - Opinion - Al Jazeera English