WASHINGTON: As the 2024 US presidential election day draws near, American celebrities are once again stepping into the political arena, using their platforms to influence voter engagement and candidate support.
With rising tensions surrounding issues such as the ongoing conflict in Gaza, Muslim American voters, in particular, are facing a tough choice between a Kamala Harris or Donald Trump presidency. Yet, despite the urgency surrounding the election, voter turnout remains a persistent challenge in the United States.
The complexity of the voting process in the US, coupled with a lack of automatic voter registration and widespread distrust in government, has contributed to low electoral participation. Recent studies show that while two-thirds of Americans typically vote in presidential elections, younger voters are particularly disengaged, often feeling disillusioned with the political system.
The influence of American celebrities has emerged as a potential remedy for political apathy. The unique relationship between consumer culture and celebrity endorsement creates an environment where stars can significantly impact voter turnout. Social media has further amplified this effect, making celebrities’ lives more relatable and accessible to the public.
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For instance, in 2020, when Kylie Jenner urged her followers to register to vote, there was an 80% increase in registrations. Similarly, Hailey Bieber and Ariana Grande launched campaigns to encourage young Americans to vote, while Billie Eilish, Mariah Carey, and Alicia Keys mobilized tens of thousands to sign up as poll workers.
A recent Harvard study found that witnessing a respected celebrity embrace their role as a voter can inspire public engagement and reshape perceptions about voting.
Despite occasional backlash from critics, celebrities remain a powerful asset in political campaigns. Taylor Swift, for example, demonstrated the profound effect of celebrity endorsement in her own voting advocacy. A single Instagram post from Swift in 2018 led to 65,000 new voter registrations within 24 hours. Her recent endorsement of Kamala Harris resulted in half a million new voters registering in just one day.
The relationship between celebrities and political candidates is mutually beneficial. While candidates gain visibility and support, celebrities can amplify their advocacy efforts and align themselves with causes that resonate with their fans.
Beyoncé’s endorsement of Hillary Clinton in 2016 opened doors for her to engage with influential figures in politics and activism, furthering her philanthropic efforts through the BeyGOOD Foundation.
As the Harris campaign gains momentum following her nomination, celebrity endorsements have flooded in, with stars like Beyoncé, Jennifer Lopez, and George Clooney rallying behind her.
Meanwhile, Trump’s celebrity supporters have included figures with less mainstream appeal, raising questions about their effectiveness in mobilizing younger voters.
The trend extends beyond celebrities; brands and publications are also engaging in the electoral process. The Harris campaign has launched a “Designers for Democracy” initiative featuring messages advocating for reproductive rights and civic participation. Furthermore, Glossier has positioned civic engagement advocates in its stores to encourage voter registration.
Meanwhile, skepticism about the effectiveness of celebrity endorsements continues. NYU Tisch School of Arts Professor Laurence Maslon expressed doubt about their impact on election outcomes, stating that endorsements often serve the endorsers more than the candidates. However, the same Harvard study that highlighted celebrity influence on civic engagement also confirmed their ability to sway polling numbers.
