Since the 1960 Kennedy-Nixon presidential debates, interest in the impact of televised debates on political campaigns has grown steadily among scholars of argumentation and rhetorical communication. In addition to communicating policy positions of a candidate, televised debates provide the voting public one of the few opportunities to build or solidify impressions of candidates based on a (at least semi-) spontaneous social performance in which candidates meet face-to-face to discuss their differences. The strategies candidates use to communicate their policies and their desired image during a debate can influence the direction of public opinion toward them. We claim in this essay that arguments candidates make nonverbally in televised debates are significant in creating and sustaining their image as presidential candidates.
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