CULTURE
Influence or Overreach? Examining the Power of Celebrity Endorsements in the Election Landscape
By: Chioma Gregoire Edited by: Eleanor Unsworth
In an election season defined by high stakes and fierce debate, familiar faces aren’t just on the debate stage; they’re all over our screens, urging us to pick a side. As Kamala Harris and Donald Trump faced off in a race that frankly, had the whole nation on edge, audiences saw celebrities lining up to throw their support behind one candidate or the other. But how much weight should their endorsements really have? From pop stars and actors to social media influencers, public figures are entering the political ring, hoping to sway their followers and possibly their image. For some voters, these endorsements offer reassurance; for others, they might feel like interference. Are celebrity endorsements highlighting issues we should care about, or are they simply amplifying political divides in ways that might not lead to informed decisions? In a time when we’re all being asked to think critically and with reason, it’s worth asking: should we be treating these endorsements as valuable perspectives—or simply noise?
Celebrity endorsements in politics have a long history of influencing elections, with high-profile figures often swaying public opinion. One notable example was Oprah Winfrey’s endorsement of Barack Obama in 2008, which galvanized a substantial portion of her audience, helping to propel Obama’s campaign. Similarly, musicians such as Bruce Springsteen and Beyoncé lent their support to Hillary Clinton in 2016 and Joe Biden in 2020, adding star power to the political landscape. These endorsements often served to humanize candidates and create a more relatable narrative, particularly when endorsed by celebrities with significant cultural influence. Over time, the role of celebrities in politics has evolved, primarily due to the rise of social media and digital platforms. Platforms like Twitter, Instagram, and TikTok allow celebrities to express their political opinions in real-time, directly engaging with millions of followers and amplifying their messages. These tools have made celebrity endorsements more frequent, more accessible, and, arguably, more impactful, as they reach voters in ways traditional media channels could not. The ability to instantly communicate and engage with a global audience has shifted how celebrity endorsements are perceived, turning them into potent tools for political mobilization in the digital age.
With more of the younger generation engaging in politically centered conversations and spaces, our impact as first-time voters is acutely felt. In the words of Angela Schwindt, "While we try to teach our children all about life, our children teach us what life is all about.” Centering youth in the conversation of their future becomes a weight that is often overbearing and overwhelming. To be faced with the decision to put your trust in a candidate whose policies can be solely based on their word and persuasive influence to receive the vote, first-time voters are not welcomed in the world of politics. This is where celebrity endorsements make a significant impact. While many agree that entertainers and high-ranking individuals should keep their public opinions to themselves, for younger generations, endorsements can prove to be helpful. The usage of platforms like Instagram, TikTok, and Youtube, which provide short-form content, are catered to appeal to younger audiences and are easily accessible to promote content that engages political conversations within a relatable framework for younger people. For voters who are not fully familiar with traditional news sources and are less informed about the nuances of political issues, seeing a public figure they admire speak passionately about a candidate or cause can provide reassurance and a sense of guidance as they navigate certain political aspects. However, this influence has shifted immensely amongst Gen Z consumers and viewers.
In our current content climate, the emphasis on celebrating regular people and opinions becomes more prominent in the consumer sphere. Relatability seems to be the main priority for the younger generation. As celebrity support and the effect of parasocial celebrity culture starts to unravel quite quickly, being raw seems to be a trend that continues to be maintained in the digital economy. In a study conducted by scholars at Wharton’s School of Business, “There is something robust around celebrities,” Johnson said. “But I think this relates to the idea that regular, real people can also satisfy some aspect of building confidence in consumers.” This shift doesn’t mean that celebrity endorsements don’t prove to be helpful. According to Variety, artist Sabrina Carpenter registered 35,814 voters on her tour, engaging more voters than any other artist in 2024. Identity politics play a big role in the digital economy and Sabrina Carpenter and her team used that to their advantage when connecting with her fanbase on tour. In examining these layers of influence, it becomes clear that celebrity endorsements hold a unique place in shaping voter perceptions.
In the context of both campaigns, Harris’s campaign remained fruitful with the endorsement of celebrities. As a qualified Black woman, there were still holes in her political image that kept people teetering on their support. Her campaign team proved to be strategic in this regard, bringing upon heavy hitters in the political and social spheres to back her. At the DNC Convention and along the campaign trail, the Harris-Walz campaign included many high profile appearances including 44th president Barack Obama and Former First Lady Michelle Obama, Kerry Washington and Tony Goldwyn, and most recently Beyonce and Kelly Rowland. While these appearances may not have fully swayed the full political agenda of the Harris campaign, it increased publicity and popularity.
In 2024, voters are increasingly prioritizing authenticity and transparency in political figures. As political and social skepticism grows, people are looking for leaders who demonstrate honesty, vulnerability, and a clear, transparent approach to governance. This shift reflects a broader desire for leaders who can connect with the electorate on a human level, without the veneer of political spin or manipulation. Voters are keen to engage with candidates who can articulate their positions with sincerity, rather than relying on polished talking points or media management. In an era where misinformation and distrust run high, the demand for genuine, relatable candidates has never been stronger. While some celebrities may offer personal endorsements based on shared values or social causes, their involvement can sometimes be perceived as superficial or self-serving. “Our main question was to untangle those two things: Do people spend a lot of time looking at celebrities, and does that change their gaze?” says Elizabeth Johnson, executive director at the Wharton Neuroscience Initiative. For voters who crave real, honest communication, celebrity endorsements might seem more about the star power behind the endorsement than the substance of the message.
As public figures increasingly use their platforms to shape political discourse, the question remains: Can they deliver authenticity, or do they risk being seen as part of the political machinery, out of touch with the real concerns of everyday voters? As voters, it is essential to critically evaluate celebrity endorsements. We must balance our admiration for public figures with a commitment to informed decision-making. While a celebrity’s endorsement might introduce a candidate to a wider audience, it should not be the sole factor influencing our choices. Instead, it is the candidate's policies, vision, and integrity that should ultimately guide our vote. In the aftermath of the 2024 election, where celebrity endorsements played a significant role, we must reflect: Given the stakes and the scrutiny of every political message, can we continue to allow celebrity influence to shape our votes, or is it time to prioritize substance and policy over the allure of star power?
