US Election 2024: Celebrity Endorsements in the Spotlight, Do They Really Make a Difference?

Department of Research, Strategic Studies and International Relations 04-11-2024

In the lead-up to the 2024 U.S. election, celebrities have openly endorsed candidates, with a notable tilt towards Kamala Harris. This trend underscores a shift in public expectations for celebrities, who are no longer expected to remain neutral on political issues. Historically, celebrities like the Dixie Chicks faced backlash for opposing government actions, such as the Iraq War. Today, however, celebrities are almost expected to take political stances, as seen with The Chicks’ performance at the Democratic National Convention, symbolizing this cultural change.

Experts suggest that while these endorsements may not directly change voters’ minds on policies, they do play a role in increasing voter turnout. For example, Taylor Swift’s endorsement of Harris led to hundreds of thousands of clicks on a voter information link, showing the power of celebrity influence in motivating fans to take action. Targeted endorsements can also mobilize key demographic groups. Figures like Oprah Winfrey were credited with helping Barack Obama appeal to suburban women, while Swift and LeBron James are seen as influential among young women and Black men, respectively.

However, Democratic candidates risk being branded as “elitist” by Republicans who argue that the party relies on out-of-touch celebrities. Donald Trump, a former television personality himself, has his own celebrity endorsements, but from different circles. Instead of Hollywood stars, Trump is supported by tech moguls like Elon Musk, as well as figures in sports and entertainment like UFC President Dana White. This “tech celebrity” endorsement base could appeal to a different voter demographic, especially those drawn to Silicon Valley’s success stories.

This trend toward celebrity endorsement reveals broader campaign strategies. Both sides use high-profile support to target specific voter blocks, reflecting a shift towards “microtargeting”—leveraging social media influencers and public figures who resonate with particular audiences. This approach could become more prominent in future elections, as studies suggest social media personalities are often more effective at mobilizing voters than traditional celebrities.

As the election draws near, both campaigns are using all available resources to gain an edge in what experts predict will be a tight race. Trump’s return could signify significant changes in U.S. foreign policy, such as potential shifts in NATO relations and trade strategies. With these high stakes, celebrity endorsements are not just a matter of public relations but could be a vital tool in shaping the outcome of the election.