Sam Gordon Webb
Which Hollywood star would throw a pizza party for President Biden? This curious question loomed over me during Biden’s election campaign. I’m not sure many would be inclined to do so. The pizza would have to be vegan, the conversations polite and light. Nothing outrageous. The mood has changed since Harris stepped forward.
“I HATE TAYLOR SWIFT” Donald Trump exclaimed on X after she announced her support for Harris. Trump was obviously missing the days campaigning against a man past his prime, rather than a woman at hers. Biden’s decision to step down was best for the country, and many suggested the decision confirmed his commitment to put the country before his own ego. But what Biden may have had in integrity, he lacked in star power.
Welcome to the stage, Kamala - a dynamic and youthful figure (comparatively at least). With A-list backers that Biden lacked, few can doubt her draw. Politically there might be some loose ends to tie up yet (it’s important to recognise not all Democrats put their weight behind her), but Harris was undeniably Hollywood’s first choice. Taylor Swift became one of the first celebrities to endorse Harris-Walz. Swift's support aims to rally her 284 million predominantly young, liberal Instagram followers—8 in 10 (83%) consider her to be one of the smartest businesswomen in America—which could significantly boost the Democratic campaign. It’s not always backfired; data suggests Oprah Winfrey’s support of Obama’s 2008 campaign won him an additional 1 million votes. In Winfrey’s case, research indicated that her endorsement coincided with a measurable increase in voter turnout and engagement. Will celebrity endorsement do the same this week?
Let’s be clear - measuring the impact of celebrity endorsements is particularly challenging. It requires an effort to hold down an entity that is constantly in motion, reflecting the dynamic nature of voter opinions and behaviours. Just as squirrels rarely move in a linear fashion, neither do voters' intentions. So how impactful can online endorsements be when so many of us spend most of our time scrolling mindlessly? Many people admit they like posts out of boredom or habit. Suffering becomes a mere feature of our screenscape. We feel awful for a moment, then we find something else to feel worse about. Then we notice something else, something lighter, before more bad news enters our feeds. This cycle exemplifies what scholars refer to as "compassion fatigue". This passive consumption pattern also affects how we perceive celebrity endorsements in the political realm, and reduces celebrity endorsements to mere features of the feed. Of course Jennifer Lopez supports Harris, of course Joe Rogan prefers Trump. Of course Madonna prefers Harris, obviously Jake Paul supports Trump. It just somehow makes sense, right? It’s not exactly surprising.
For Trump’s supporters, the man himself fills the void left by Hollywood. The 2024 Republican convention saw Hulk Hogan take the stage, an unsettlingly muscular older man with an acutely partisan and desperately limited fanclub. And Elon Musk’s a great fan, who is even offering $1 million every day to newly registered voters if they vote for Trump. His endorsement matters. The man who fails to adhere - or ‘succeeds’ by not adhering, as many suggest - to conventional celebrity status. He's a big figure in tech and business. Many know him for overhauling Twitter (now X). Regardless of his merit, he’s got serious backers.
The failed assassination attempt on Trump earlier this year transcended mere security concerns; the near-fatal encounter was deemed a transformative moment, elevating Trump to a nearly mythic status akin to that of a martyr. For his loyal fans, he’s not only famous, but worthy of worship.
Arguably, politicians themselves are trapped in this cycle of chasing icon status, and celebrity endorsements are just one way of attaining that. Beyoncé's support for Kamala Harris reflects a nuanced intersection of celebrity influence and political engagement. While her endorsement can certainly galvanise voters, it also invites scrutiny regarding the authenticity of celebrity activism. A 2020 study from the Harvard Kennedy School found that young people are more likely to vote when they perceive their favourite celebrities are engaged in the political process (a poll by Newsweek suggested that 40% of Gen Z voters are more likely to vote Harris with a Beyonce endorsement). But remember, young people don’t all vote. Or rather, many (unsettlingly so) don’t. Fine, a conversation for another day. Only 50% of eligible 18-29 year olds showed up to vote for Obama in 2008, considered monumental. Harris will need to hope 2020 - which saw a similar surge - wasn’t an anomaly. And it’s crucial. The so-called ‘non-voters’, those who might have never voted before, need to come out like never before this election. Obama spoke to Milwaukeens, speaking to the minority who haven’t picked a side. His argument rested on not giving Trump “the benefit of the doubt”. That alone won’t inspire the apathetic or undecided, but Harris might also benefit from small margins; the neck-and-neck nature of this election might bring some voters out of political hibernation, given that, as the old line goes, every vote counts. Truly.
On the question of a-list endorsement, elections are (or at least ought to be) won or lost through policies and actions. A superstar singer can sway an election, though it is entirely possible to appreciate individuals whom we politically disagree with (surely some Republicans like Swift’s songs?) The true value of Swift’s association with the Harris campaign is difficult to capture, despite widespread acknowledgement of the potential benefits; young yet running a business empire, rich yet humble, inspiring yet grounded.
Both campaigns continue to door knock. Nothing beats a ground-level campaign strategy, built around the value of connecting real-time with voters. Canvassing, though old-fashioned, is still deeply effective. Social media, often fueled by hostility and anonymity, breeds confrontation. Chatting on the streets about America’s future is surely best for the future. Away from the big campaign messages and online debates, perhaps elections allow for more civil conversations? Core issues still matter. As James Carville famously put it, “It’s the economy, stupid.” To win an election, substance rules; bringing down food and gas prices, tackling gun violence, reducing homelessness, keeping Americans safe etcetera. Away from the fluff, who gives a damn about them?
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