Why Celebrities Endorse Politicians: It Can Influence Your Vote

CHICAGO – From Julia Louis-Dreyfus to John Legend, Octavia Spencer to Leon Bridge and Prince Royce, notable figures are scheduled to spotlight this week’s Democratic National Convention. There is a compelling reason behind this: a new study from Harvard University reveals the significant role celebrities and influencers play in swaying voters.

“This is just how our information ecosystem works now,” said Ashley Spillane, the study’s author and former leader of Rock the Vote. Spillane emphasized that celebrity endorsements, which already affect consumer choices such as car purchases, dining, and fashion, are similarly effective in the political arena.

Both political parties leverage the star power of celebrities to engage with potential supporters and activate voter turnout. For instance, the recent Republican National Convention featured appearances from Hulk Hogan, Kid Rock, and Jason Aldean. Celebrities use their influence in diverse ways, from registering voters to endorsing specific candidates and helping to fundraise by sharing their audiences.

Earlier this year, Republicans expressed concerns about the potentially powerful endorsement of Taylor Swift, who has supported Democrats in the past while also criticizing Republican figures such as Donald Trump. The anxiety was evident when Trump lamented Vice President Kamala Harris’s rally in Atlanta, which included a performance by Megan Thee Stallion and an appearance by rapper Quavo.

“I don’t need concerts or entertainers, I just have to MAKE AMERICA GREAT AGAIN!!!” Trump wrote on his TruthSocial network. His remarks came shortly after Kid Rock, Lee Greenwood, and Brian Kelley performed during the RNC in Milwaukee, where Trump accepted the party’s presidential nomination.

For her study, Spillane interviewed 15 managers, publicists, advisors, and celebrities, encompassing experiences from notable figures such as Swift, Hailey Bieber, David Dobrik, Billie Eilish, Trevor Noah, Kerry Washington, and Questlove.

“While some polling shows that people claim they aren’t influenced by celebrity voices when it comes to politics, more rigorous evidence indicates that these voices are incredibly powerful,” Spillane’s research concluded.

Last fall, an Instagram post by Swift led to a record number of over 30,000 registrations through Vote.org on National Voter Registration Day. Many of these new registrants were teens who will be eligible to vote in the upcoming election. The states seeing the highest influx of these registrations included Texas, California, New York, Illinois, and Florida.

Experts point out that if celebrities wish to avoid partisan politics, they can still make a substantial impact by encouraging young people to vote and educating them on the registration and voting process. Research reveals that many young people abstain from voting because they find the process confusing.

Youth voter turnout has been a longstanding concern. In the 2020 election, approximately 48% of eligible voters aged 18-29 cast their ballots, compared to 73% of people aged 65-74. The turnout was even lower in 2016, with only about 40% of young people voting.

Fans of Swift interviewed by USA TODAY expressed that they wouldn’t blindly follow any political endorsement she made, but her music and success give her opinions significant influence.

“When you have someone registering 30,000 votes at a time, it absolutely can have an impact,” Andrea Hailey, the CEO of the nonpartisan Vote.org, told USA TODAY earlier this year.

Celebrities who back specific candidates may alienate some fans, but Spillane suggests that many fans see these endorsements as an extension of the celebrities’ personal brand. For instance, Swift has built a career around themes of sexism, gender equality, and self-empowerment.

Spillane, of the Ash Center for Democratic Governance and Innovation at the Harvard Kennedy School, believes that celebrities can help normalize political engagement. Furthermore, people who vote tend to become influencers in their own communities, as politicians prioritize the concerns of those who participate in elections.

“You’ve got to be on the voting rolls to be a person that candidates care about,” she said.

This article originally appeared on USA TODAY: Why do celebrities endorse politicians? Because it can sway your vote.

Source: USA TODAY