Just Plain Dick

The Book of the Week is “Just Plain Dick: Richard Nixon’s Checkers Speech and the ‘Rocking Socking’ Election of 1952” by Kevin Mattson, published in 2012. This ebook details the 1952 U.S. presidential election in which vice presidential candidate Nixon became more the center of attention than presidential candidate Dwight Eisenhower.

The dirt that generated bad publicity for a candidate in that election was of a slush fund of Nixon’s. When the news broke in September 1952 about Nixon’s alleged campaign finance impropriety, there was lots of hand-wringing among Eisenhower and his advisors as to whether Nixon should be dropped from the ticket.

The nature of the new medium of television– a visual, collective, simultaneous experience for a large audience– was a game-changer. It allowed Nixon to deliver directly to the American people, what turned out to be the perfect message in a way that repaired his reputation and ultimately helped him and his superior win the election.

Nixon’s emotional appeal persuaded his audience that he was a member of the middle class– not an elitist. Mention of his wife’s cloth coat and his dog struck just the right tone. To top off his speech, he skillfully initiated crowd sourcing by inviting voters to contact the Republican Party to express their opinion on whether he should withdraw from the race.

Read the book to learn the details of this memorable, fascinating episode in American political history.