Influence of Celebrity Endorsements in Presidential Elections: A Closer Look

In the context of the 2024 United States presidential election, the impact of celebrity endorsements has come under scrutiny, as notable figures like Charli XCX, Taylor Swift, and Beyoncé voiced their support for Democratic candidate Kamala Harris. Despite their high-profile backing, the anticipated influence on the election outcome appeared to be limited.

The discussion around celebrity influence began when Charli XCX posted a supportive tweet about Harris following her presidential bid announcement. This interaction underscored the candidate’s youthful and energetic image, contrasting with her predecessor Joe Biden. However, the result of the election raised questions about the efficacy of such celebrity endorsements.

Senior writer Seth Abramovitch from the Hollywood Reporter commented on the situation, noting that the endorsements primarily came from celebrities with liberal-leaning fan bases, which naturally already supported Harris. Swift, who holds a cross-genre appeal, was thought to potentially sway undecided voters, but her influence largely did not reach key demographics such as Latinos and black men.

Academic insights from Margaretha Bentley, a professor at Arizona State University, suggest that while celebrity endorsements can drive civic engagement and voter registration, they rarely change voting decisions directly. However, they could motivate further research among voters without altering fundamental values that guide voting behavior.

Historical comparisons were drawn with past endorsements, such as Oprah Winfrey‘s backing of Barack Obama, which reportedly contributed significantly to his 2008 votes. Yet, the political landscape has evolved, and today’s audiences may view celebrity involvement differently.

Laurence F Maslon, an arts professor at New York University, suggests that endorsements might benefit celebrities more than politicians. The association with a political movement can enhance a celebrity’s public profile and align them with causes they support. However, this strategy has faced criticism, particularly from Republican adversaries who often equate «Hollywood» with liberal elitism.

As conspiracy theories and Internet backlash against celebrities gain traction, voters may be skeptical of their motives and dismiss endorsements as detached from everyday concerns. Despite this, the allure of celebrity endorsements continues to appeal to politicians, as their absence might imply a lack of widespread appeal or support.

Interestingly, the only endorsement type consistently seen to influence elections is when the celebrity is the candidate, as historically demonstrated by figures like Ronald Reagan and Donald Trump. This suggests that for celebrities genuinely seeking political influence, running for office may be more effective than lending their support to others. However, for figures like Swift and Beyoncé, this would mean navigating a political landscape that might challenge their current affiliations.