“In the television age, the key distinction is between the candidate who can speak poetry and the one who can only speak prose.”
- January 9, 1913 – April 22, 1994
- American
- The 37th President of the United States, Lawyer, Politician
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Quote
“In the television age, the key distinction is between the candidate who can speak poetry and the one who can only speak prose.”
Explanation
In this quote, Richard Nixon reflects on the transformative power of media, particularly television, in shaping modern political success. The metaphorical contrast between “poetry” and “prose” captures the shift from traditional, policy-driven rhetoric to emotional, charismatic, and visually compelling communication. A candidate who speaks “poetry” can inspire, connect, and captivate, while one who speaks only “prose” may appear dry, factual, and uninspiring—even if they are competent and knowledgeable.
Nixon’s observation is especially striking considering his own televised performance in the 1960 presidential debates against John F. Kennedy, widely seen as a turning point in American politics. Kennedy’s youthful charm and telegenic presence contrasted with Nixon’s more formal, uncomfortable demeanor. Although radio listeners thought Nixon had won, television viewers favored Kennedy, illustrating how image and style began to rival substance in public perception. Nixon’s quote is both an analysis of this shift and a commentary on his own political challenges in adapting to it.
In today’s digital and visual media landscape, this quote remains remarkably prescient. From social media clips to viral campaign ads, politicians are expected to move and persuade emotionally as well as intellectually. Nixon’s distinction underscores a lasting truth: effective communication in the modern age requires not just clarity, but inspiration—a candidate must be able to tell a story, evoke feeling, and project presence in order to win hearts as well as minds.
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