JFK Superman Comes to the Supermarket
Norman Mailer’s pro-JFK profile and seminal New Journalism showpiece “Superman Comes to the Supermarket,” originally published in Esquire in 1960, now rediscovered in photo book form. Alongside the complete Mailer portrait of JFK as the “existential hero,” see Kennedy’s campaign and personal life captured by such photojournalistic greats as Cornell Capa, Jacques Lowe, Paul Schutzer, and Garry Winogrand.
A time for greatness
An inside look into John F. Kennedy’s 1960 campaign for America
But one man begged to differ: writer Norman Mailer, who bragged that his pro-Kennedy treatise, “Superman Comes to the Supermarket,” had “won the election for Kennedy.” The article, published in Esquire magazine just weeks before polls opened, redefined political reporting with Mailer's frank, first-person voice identifying Kennedy as the “existential hero” who could awaken the nation from its postwar slumber and conformist Eisenhower years. Both Kennedy and New Journalism had arrived.