Why were the candidates for the presidential election of 1960 referred to as “processed”?

The presidential election of 1960 occurred as the United States approached the height of a

period of cultural anxiety referred to as the “masculinity crisis.” During this time, the masculinity

of young American men became a point of concern as questions were raised about their

perceived weakness relative to those in the east. This study explores the potential impact of that

cultural context on the outcome of the narrowly-won 1960 election. Using Linguistic Inquiry and

Word Count software, standardized “masculinity quotients” from each candidate were compared

using gendered linguistic standards established by Newman et al. (2008) and a formula to

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quantify linguistic masculinity derived from Slatcher et al. (2007).

Explanation:

each played a major role in ending the cold war.