CHICAGO − From Julia Louis-Dreyfus to John Legend, Octavia Spencer to Leon Bridge, the stars are shining bright at this week’s Democratic National Convention, and there’s a solid reason behind it: A fresh Harvard University study reveals that celebrities and influencers can have a significant impact on swaying voters.
“This is just how our information ecosystem works now,” stated Ashley Spillane, the study’s author and former head of Rock the Vote.
Celebrity endorsements have always driven consumers to purchase certain cars, dine at specific restaurants, or wear particular clothing brands. Using them in politics is a natural extension of that influence, according to Spillane.
Both political parties leverage celebrities to connect with potential supporters and engage with voters. The recent Republican National Convention featured notable appearances by Hulk Hogan, Kid Rock, and Jason Aldean. Celebrities can use their reach to register voters, endorse candidates, and help fundraise by lending their audience.
Earlier this year, Republicans voiced concerns over what could be the most influential celebrity endorsement of all – Taylor Swift. Swift has voiced support for Democrats in her home state of Tennessee and has critiqued Republican presidential nominee Donald Trump.
Trump expressed his frustrations in July over Vice President Kamala Harris’ star-studded rally in Atlanta, which included a performance by rapper Megan Thee Stallion and an appearance by rapper Quavo.
“I don’t need concerts or entertainers, I just have to MAKE AMERICA GREAT AGAIN!!!” Trump posted on his TruthSocial network. His remark came after the Republican National Convention in Milwaukee featured performances by Kid Rock, Lee Greenwood, and Brian Kelley, where Trump accepted the party’s presidential nomination.
Spillane’s study included interviews with managers, publicists, advisors, and celebrities, capturing the perspectives of Swift, Hailey Bieber, David Dobrik, Billie Eilish, Trevor Noah, Kerry Washington, and Questlove.
“While some polls may suggest people aren’t influenced by celebrity voices in politics, more rigorous evidence shows these voices are incredibly impactful,” Spillane noted.
For instance, an Instagram post by Swift last fall resulted in more than 30,000 people registering to vote through Vote.org on National Voter Registration Day — many of them teens eligible to vote in the upcoming election. Texas, California, New York, Illinois, and Florida saw a high number of new registrations.
Experts believe that even if celebrities wish to remain nonpartisan, they can still play a vital role in encouraging first-time voters by helping them understand the voter registration and ballot casting process. Research indicates that many young people don’t vote simply because they are unfamiliar with the process.
Youth voting turnout has long troubled analysts who point out that millions of potential voters do not participate. In the 2020 election, approximately 48% of eligible voters aged 18 to 29 voted, compared with 73% of those aged 65 to 74. In the 2016 election, only about 40% of young people cast their vote.
Swift fans told USA TODAY that they wouldn’t blindly follow her endorsements, but her music and success make her opinions carry significant weight.
“When you have someone registering 30,000 votes at a time, it can definitely make an impact,” said Andrea Hailey, CEO of nonpartisan Vote.org, to USA TODAY earlier this year.
While celebrities endorsing specific candidates might risk alienating some fans, Spillane asserted that many fans perceive these endorsements as a natural extension of the celebrities’ brands. For example, Swift has consistently addressed sexism, gender-based double standards, and the balance of kindness and strength in her music.
According to Spillane from the Ash Center for Democratic Governance and Innovation at the Harvard Kennedy School, celebrities help voters understand that caring about politics is “culturally acceptable.”
Moreover, she explained, individuals who vote become influencers in their own communities. Politicians generally pay the most attention to those who actually vote.
“You need to be on the voting rolls for candidates to take you seriously,” she added.
