The Influence of Celebrity Endorsements in the 2024 Presidential Election

As the United States gears up for another highly contentious presidential election, the role of celebrity involvement in the political process has once again come to the forefront. With the departure of President Joe Biden from the race in July 2024, Vice President Kamala Harris has emerged as the Democratic nominee, quickly garnering support from a host of high-profile celebrities. Meanwhile, former President Donald Trump has also secured his fair share of celebrity endorsements, though none as prominent as those backing Harris.

Harnessing the Power of Celebrity Influence

The Allure of Celebrity Endorsements

The 2024 presidential election has seen a growing number of celebrities feeling compelled to make a political statement, leveraging their platforms to advocate for their preferred candidates. From Taylor Swift's endorsement of Kamala Harris to Bruce Springsteen's support for the Democratic nominee, these high-profile endorsements have the potential to significantly impact voter engagement and turnout.According to Kate Dillon, a sophomore critical communication and media studies major, celebrity endorsements can be a powerful tool in mobilizing voters. "Celebrity endorsements gain a lot of attention, spread a lot of awareness to election season and also get some unmotivated voters as well to really become motivated to vote," Dillon said.The impact of a single celebrity endorsement can be substantial. In the case of Taylor Swift's support for Kamala Harris, a reported 405,999 users were driven to vote.gov through her social media post in the 24 hours following its release.

The Limitations of Celebrity Influence

However, the influence of celebrity endorsements is not without its limitations. As Remi Billanti, a sophomore speech, language and hearing sciences major, pointed out, "You should vote for who you want to vote for, not because somebody else is." Voters are more likely to use a celebrity endorsement as evidence for their pre-existing political leanings rather than as a catalyst to switch their vote.Moreover, the average celebrity possesses minimal political experience, raising questions about the legitimacy of their influence on the electoral process. As Stephen Barnard, associate professor and chair of the sociology and criminology department, theorized, the growing distrust in news and academic institutions could lead to a further distancing of the public, particularly younger demographics, from professional news sources.

The Dilemma of Celebrity Activism

The modern celebrity is faced with a complex dilemma when it comes to political involvement. On one hand, there is an expectation within fandoms that their idols will speak out on relevant global issues, driven by the advent of parasocialism – the one-sided relationship in which fans develop an attachment to a public figure they do not know. Fans even experience a sense of victory when their favorite celebrity aligns with their political views.On the other hand, the desire for celebrities to support causes and candidates that align with their fans' beliefs creates an impossible standard for them to live up to. In the case of Chappell Roan, harassment from fans forced her into revealing her voting intentions, despite her reservations about publicly endorsing a particular political party.

The Responsibility of Voters

While celebrity endorsements can undoubtedly influence the political landscape, the responsibility for driving meaningful change ultimately lies with the voters themselves. As Dr. Rhea Myerscough, assistant professor of political science, pointed out, a celebrity endorsement may make a candidate seem more exciting, but it is not enough to sway someone to switch political parties.Ultimately, the power of the electorate lies in their individual actions and collective engagement in the democratic process. Voters must critically evaluate the candidates and their platforms, rather than relying solely on the opinions of public figures, to make informed decisions that align with their values and priorities.