The light dimmed and the stadium filled with the screams of adoring fans. Female rapper Megan Thee Stallion walked out onto the stage followed by a crowd of dancers in miniskirts and her most popular songs performed at a defining volume. This is not a description of a world tour or even a pop-up event but the opening of the Democratic National Convention where Kamala Harris launched her campaign this past August. Celebrities hold the power to influence society and when used to influence politics, have been criticized as “Hollywoodifying” politics as well as creating mindless participation in government, encouraging mindless voting.
Celebrity endorsement of presidential candidates is not a new idea, nor is it solely a strategy used by the Democratic Party. Megan Thee Stallion is just one of many celebrities in a lengthy list to publicly endorse Harris in this election season, alongside the likes of Taylor Swift, Bruce Springsteen, the Clintons, and Oprah. Donald Trump has a cohort of celebrity supporters as well, including actor Roseanne Barr, Dennis Quaid and Elon Musk. The practice of celebrity endorsement of politicians’ dates to the 1920s, when singer Al Jolson supported Harding for president (1924), Baseball legend Babe Ruth supported Al Smith in 28’, and Frank Sinatra supported Kennedy in 1960. Celebrities cautiously voiced their public support and complaints prior to Martin Luther King Jr. and the Civil Rights movement.
How far does this endorsement expand the political reach of a candidate? Just like in product advertising celebrities, celebrity campaigns for a politician are effective for the same reasons and produce comparable results. These campaigns get people excited to buy a product– or in the case of politics– to vote for a specific candidate. Certain celebrities appeal to different demographics of voters and can impact the how candidates craft their image, and in turn, public attitudes. Celebrity endorsement works but does not create informed consumers or voters. Celebrities do not educate people on public policy or change people’s minds about moral issues, but their message encourages people to go out to the polls.
Minutes after the 2024 presidential debate ended, Taylor Swift promised her vote to the Harris/Waltz presidential campaign making headlines. This surprise endorsement was considered a major victory amongst the campaigners, and a win for Democrats. It is easy to ask how this could be a win if those who are engaged in politics already have their opinions and will not be easily swayed. However, celebrity campaigning appeals to those who are disengaged in politics and simply want a likeable voice to tune into once at their own convenience. Although there is variation depending on the political issue, an average of 30-40%, some studies showing as high as 70% of Americans score low on political and civil literacy tests (Pew research center, US Chamber of Commerce Foundation). Celebrities will always be involved in campaigns in one form or another, but their presence is not what causes people to vote blindly. The lack of political engagement and literacy is what allows celebrities to wield their influence on the political sphere so impactfully.
Sources
https://www.pewresearch.org/politics/2018/04/26/10-political-engagement-knowledge-and-the-midterms
https://news.vt.edu/articles/20The Marketing Psychology Behind Celebrity Endorsements – Knowledge at Wharton24/08/celebrity-endorsements-presidential-election-expert.html
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