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Dr Claire Corbould
Dr Zim Nwokora
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In the wild west of the 21st century, our screens are constantly saturated with content from influencers, pop stars, and Hollywood heavyweights. While these famous names and faces often try to sell us everything from perfumes to luxury cars, they also wield serious influence in the political arena.
As Donald Trump and Kamala Harris race against the clock to gain an edge before election day on November 6, the latest polls show Harris with a slim 2% lead over Trump. But if you’re familiar with American politics, you know that when the Electoral College calls the shots, a lead in the popular vote doesn’t hold much weight.
With a race this close, the right celebrity political endorsement can sometimes tip the scale – but they’re not always as effective as you might think.
With insights from Dr. Clare Corbould and Dr. Zim Nwokora from Deakin’s School of Humanities and Social Sciences, we’ve done a deep dive into all things celebrity endorsement.
Read on to explore the history and phenomenon of celebrity political endorsements, discover who’s come out in support of Trump or Harris, and weigh the advantages and disadvantages of celebrity endorsements in politics.
Celebrity endorsement in politics refers to the phenomenon where public figures – ranging from actors and musicians to social media influencers – leverage their fame and influence to support political candidates. These endorsements can take many forms, from simple acts like social media posts to more involved gestures such as public appearances and participation in campaign events.
When celebrities endorse politicians, they can significantly shape public perception and engagement in the upcoming election. Conversely, endorsements can also benefit a celebrity’s image, as their association with a popular candidate may enhance their own appeal.
So, when did the first celebrity political endorsement happen?
According to Dr Corbould, the practice dates back to the 1920s when Douglas Fairbanks and Mary Pickford, known as the ‘king and queen of Hollywood,’ endorsed Warren Harding’s campaign to become the 29th president of the United States.
Fairbanks and Pickford weren’t the only celebrities supporting Harding in that election. Al Jolson, a Jewish-American singing star most famous for his blackface performance in the very first ‘talkie’ in 1927 called The Jazz Singer, did a paid endorsement of Harding.
‘He released a song called ‘The People for Harding’, and the sheet music featured both his image and Harding’s side by side,’ says Dr Corbould. ‘So, people would buy the sheet music and play it on the piano at home, and it was big middle-class entertainment.’
The trend continued to evolve in the 1960s when John F. Kennedy ran for president. With his youthful charisma, striking good looks, and the dynamic presence of his wife, Jacqueline, the Kennedy family captivated the American public.
Their charm was further enhanced by their association with the Rat Pack—comprising iconic singers like Frank Sinatra and Dean Martin—which solidified their status as cultural figures. This blend of celebrity and politics helped craft the enduring ‘Camelot’ image, representing a time of hope, glamour, and aspiration in American history.
While it can be challenging to measure the effectiveness of celebrity political endorsements, Dr Nwokora points to a notable example from 2008: Oprah Winfrey’s endorsement of Barack Obama.
This endorsement, an example of the Oprah effect, is believed to have brought in approximately one million new supporters for Obama, highlighting the significant impact a high-profile celebrity can have on a political campaign.
So, how does the whole celebrity political endorsement process actually work? We’ve touched on a few examples earlier, but while it can be as simple as a social media post; there’s a lot of strategy that typically happens behind the scenes before a celebrity makes a formal endorsement.
The process is likely to involve some or all these considerations on both sides:
With so much to consider, you might wonder: is this process truly worthwhile?
As Dr Nwokora puts it, ‘One of the purposes of endorsements is to bring signal in a very noisy, uncertain context. Endorsements help voters coordinate, steering them toward one candidate instead of another when, in reality [in a primary contest], the various candidates are almost substitutes in terms of ideology and what they would mean for public policy.’
However, whether voters should heed these endorsements is another question entirely. Dr Nwokora notes, ‘Voters are following someone with a big platform, but not necessarily a great deal of knowledge about candidates.’
Celebrity political endorsements can be a double-edged sword. While they have the potential to energise and sway voters, they also come with challenges. Let’s break down the pros and cons.
On the positive side, endorsements from high-profile celebrities can significantly raise a candidate’s visibility and appeal, particularly among younger voters. Celebrities often possess vast platforms that can amplify a political message, making it more relatable and engaging. Their star power can mobilize fans to participate in the political process, creating a sense of urgency and enthusiasm around a campaign.
However, as noted by Dr Corbould, ‘In some ways, it’s small beans. In others, politicians need to be really careful.’ This highlights the nuanced nature of celebrity endorsements; while they can attract attention, they might not translate into meaningful votes.
Dr Nwokora adds, ‘There’s quite a few examples where the endorsement didn’t seem to have much impact. I think endorsements get a lot of attention, but their impact seems to be generally more marginal.’ This sentiment resonates with the 2016 election, where many Hollywood actors and actresses endorsed Hillary Clinton, yet she ultimately lost to Donald Trump.
Additionally, celebrity endorsements can backfire if the public perceives the celebrity as out of touch or if they have a controversial reputation. This complexity means that while celebrity endorsements can be a valuable asset in a political campaign, they must be approached with caution and strategic consideration.
We’ve touched on some historic examples, but what about the current election we’re living through? Which celebrities have weighed in, and notably, which ones haven’t stepped up as we expected?
From pop stars to media moguls and beloved actors, many famous voices are rallying their followers to champion Harris’s vision for the future.
Pop stars like Billie Eilish, Olivia Rodrigo and Taylor Swift have publicly voiced their support, the latter chiming in to set the record straight after an AI-generated endorsement of Trump began to circulate across social media.
Charli XCX was among the first pop stars to rally behind Harris, using the catchy tagline ‘Kamala is brat,’ which quickly gained traction on TikTok. In a great example of ‘TikTokification’ or viral marketing, the Harris campaign embraced this momentum, adopting the ‘Brat’ colours and font in their own promotional materials, effectively blending pop culture with political branding to engage younger voters.
Aside from musicians, many prominent actors have stepped up to back Harris. George Clooney, Jamie Lee Curtis, Ben Stiller and Jane Fonda, to name a few, have voiced their support for Harris’s campaign and vision.
Harris, who proudly identifies as a bi-racial woman of colour, has also garnered significant endorsements from many celebrities of colour, including filmmakers Ava DuVernay and Spike Lee, rappers Lil Jon and Common, and singers Beyoncé and Patti LaBelle.
On Trump’s side, endorsements come from a diverse mix of celebrities spanning sports, entertainment, and influential thought leaders.
Kid Rock has been an outspoken supporter, even threatening to leave the U.S. if Trump loses. Other notable musicians backing Trump include Jason Aldean, Kanye West, and Azealia Banks, each leveraging their platforms to rally support.
In the realm of business, billionaire and SpaceX founder Elon Musk has publicly pledged to donate $45 million to efforts aimed at securing Trump’s election. Hollywood isn’t left out, with actor Dennis Quaid attending and speaking at Trump rallies, urging listeners to ‘pick the side of the Constitution.’
Additionally, actors Jon Voight, Roseanne Barr, and Zachary Levi have all voiced their support. Together, these endorsements illustrate that Trump’s celebrity associations lean heavily on a mix of bold personalities and influential voices.
Interestingly, while Harris has garnered the support of former presidents Barack Obama, Bill Clinton and Jimmy Carter, and even former Vice-President, Republican Dick Cheney, not a single former US president has voiced support for Trump.
Trump has also garnered support among Australians, and among these supporters are a few celebrities such as pop star Holly Valance and celebrity chef Pete Evans.
Throughout history, we’ve witnessed celebrity political endorsements that energise voter bases, and others that seem to fizzle out like a soda can left open too long.
Their effectiveness seems to hinge on several factors, including the celebrity’s personal brand, public perception and the ever-changing political climate.
A well-timed endorsement from the right person in a particularly polarised election year, like the showdown between Harris and Trump, can resonate powerfully.
But while these endorsements may make a splash in the media, predicting their true impact on voter behaviour is another story. As Dr Nwokora states, they appear to be most effective when it comes to undecided voters, who make up around 5-10% of the electorate.
While celebrity political endorsements can spice up the political arena, candidates shouldn’t lean on them too heavily. And for voters, it’s important to look past a celebrity’s star power and focus on the real issues that shape our democracy.
As we gear up for the November 6 election, only time will tell if some of the celebrity political endorsements we’ve seen thus far can truly tip the scales.
Check out Deakin University’s Presidency Pending – Celebrity Endorsement & The Ballot Box podcast here:
