Presidential campaigning has been prominent since America’s first election. As APUSH or AP Gov students know, two candidates battling through newspapers, smear campaigns and political cartoons has been the norm since the start of elections. But, as “Hamilton” fans know, celebrity endorsements have been around for just as long.
The actual history behind Alexander Hamilton’s backing of Thomas Jefferson, which led him to win the election, is more complex than “The Election of 1800” from “Hamilton,” but it sets up the reality of celebrity endorsement today. Historically, celebrities like Marilyn Monroe, Frank Sinatra and Judy Garland have supported presidential candidates that went on to win their elections. Was this a fluke, or do celebrity endorsements really matter?
This election year has seen an increase in celebrities getting involved in politics. Former President Donald Trump was endorsed by Hulk Hogan and Amber Rose at the Republican National Convention (RNC.) Trump was also joined by Bryce Hall at his Las Vegas rally, and made an appearance on both Hall and Logan Paul’s social media platforms. Kamala Harris recently had Megan Thee Stallion (who coined “Hotties for Harris”) and Quavo perform at her rally in Georgia. She also had a speech from Oprah at the Democratic National Convention (DNC.)
While a 15-minute speech from Oprah doesn’t seem like it could radically change an election, in 2007 it resulted in a win for her endorsee. According to kellogg.northwestern.edu, “The Oprah Effect” was named after Oprah Winfrey’s support for then-Senator Barack Obama in his presidential nominee race, gaining Obama one million votes that helped him beat Hillary Clinton and secure his place as the 2008 Democratic Nominee. According to Craig Garthwaite, professor of strategy at Northwestern University, celebrity endorsements tend to work better the more well-liked a celebrity is. CNBC said Elon Musk’s endorsement of Trump gained negative attention from working class and union families. Still, the union organization International Brotherhood of Teamsters released a poll that a majority of their members were voting for Trump, and their president Sean O’Brien spoke at the RNC.
Three students who wish to remain anonymous have said their stance on a politician or vote would not be changed based on celebrity support. However, they said their views on the celebrity may change, although it wouldn’t stop them from watching or listening to their work.
“It’s a good thing that [celebrities promote candidates],” said Grayson Herrera, sophomore. “They have a big audience, so it gets people to vote. [They’re] using their voices and platforms for good. I wouldn’t [be swayed], but I feel like other people would because they may not be as educated, or they [may] be a big fan of that celebrity.”
Two pop stars who went viral over the summer, Charli XCX and Chappell Roan, have vastly different views on endorsements of candidates. Charli XCX tweeted “kamala IS brat” on X after Harris stepped up for the presidential nomination, bringing waves of attention to the presidential race. On the other side, Chappell Roan posted a TikTok saying “Endorsing and voting are completely different. I can’t endorse. I can’t put my entire name and my entire project behind [a candidate.]”
Most celebrities have used their platform to promote voter registration, rather than endorsing a specific candidate. Taylor Swift (whose link to vote.gov sent around 400,000 fans to the website) while stating her vote would be going to Harris, urged voters to do their own research for their ideal candidate. She also used her speech at the VMAs to remind people to vote in this election season.
There is an increase of social media platforms using celebrities as an incentive for people to register to vote. Social media brands do giveaways for free concert tickets to high-profile musicians, as long as users comment, repost and check their registration status. Platforms like Impact have been sponsored by voter registration websites such as headcount.org, giving away a plane ride, hotel stay, and tickets to Sabrina Carpenter in San Francisco. Milo Manheim, actor, also partnered with Headcount and reminded people to vote, with the incentive of a trip to LA to see him perform in American Idiot. Stephan Colbert, Noah Kahan, Durand Bernarr, Nymphia Wind and Hozier are all featured on Headcount’s instagram page, posing with a Register to Vote sign.
Celebrities will always use their platform to promote an idea or object. The mass following introduces fans to their personal ideals through their music and what they say on social media. Endorsements are normal in the celebrity world – from perfume to food to companies. Some argue that endorsements are actually better for the celebrities, rather than the candidates. But, will an endorsement and urgency to vote actually work for the presidential race? We’ll find out on Nov. 5.
