John F. Kennedy: Civil Rights Address

Audience

President Kennedy's audience for his Civil Rights Address was the entire population of the United States. The address was carried on television and radio, so the vast majority of the population was in a position to hear the president's words. He asked the three major television networks for airtime for the address, and all readily agreed. As part of their licenses to use the public airwaves, the broadcast companies in the period prior to deregulation were expected to be responsive to such requests.

Although the president was speaking to all “fellow Americans,” he was particularly addressing white Americans. For example, he asks people to put themselves in the place of a black person and imagine how they would feel about having their rights denied. Kennedy also says that “we” expect things of the black community but that “they” expect to have equal rights.

Kennedy directed his remarks to people of both parties, of all regions, and of all classes. His remarks included praise for businesspeople responding to his call for voluntary action to desegregate as well as for those working on the front lines of the struggle for racial justice. By appealing to fairness, Kennedy hoped to expand support for his civil rights initiative beyond the ranks of liberals and the left.

In using male language at several points, the president addresses himself primarily to men (as in “one-third as much chance of becoming a professional man,” “law alone cannot make men see right,” and “if an American, because his skin is dark”). In referring to the effort to secure the admission of two African American students to the University of Alabama, one of whom was female, the president uses gender-neutral language (“clearly qualified young Alabama residents”). In referring to student potential in the close of the address, he shifts between male (“his talents”) and gender-neutral language (“their talent”).