Concept of celebrity endorsement in politics

The idea of ​​celebrity endorsement comes from their role and status as role models. Film stars, pop idols, and even athletes are viewed as aspirational figures. This is why companies like Pepsi, McDonald’s and Nike have been paying him millions for decades to promote their products. Over the past few years, the same concept has also been applied to politics in both India and America. The notion is that celebrities can use their goodwill to influence voters and convince them to vote for a candidate. After all, who can explain the Gen Z crowd better than Taylor Swift.

How did Trump’s campaign destroy celebrity reach?

But then why didn’t voters listen to these celebs, if everyone from George Clooney and Beyoncé to Leonardo DiCaprio and Bruce Springsteen had thrown their weight behind Kamala Harris’ campaign? The answer lies in Trump’s campaign. Over the past few months, Team Trump carefully sent a message that Harris – as Joe Biden’s VP – was disconnected from ground reality and was part of an exclusive club that was separate from the common man. Given that perception, millionaire and billionaire celebs endorsing him did not sway neutral voters, who saw it as an extension of that elite class.

So, is the era of celebrity endorsement over? Donald Trump seems to think so. The former president had some celebrities supporting him, but he didn’t invite many people to share the stage with him (except for Elon Musk, who is a celebrity in his own right). And the reason was that Trump was distancing himself and his campaign from the Hollywood-led effort. On the eve of the election, he, in tune with Harris, took a dig at Beyoncé and said, “We don’t need a star because we have policy.”

Experts predict failure of Harris’ celebrity endorsement

However, some experts believe that the fault lay not in the celebrities but in the way they were used. talking to Guardian“Celebrities were showing up at rallies full of people who were already going to vote for them,” said Andy Gershon, professor of music practice at Syracuse University. Springsteen would have been better off promoting on factory floors or assembly lines in Michigan – the places he sings about in his songs – and Beyoncé would have been better off in a Houston nail or hair salon.

But a large part of this obsession with celebrity endorsements is media driven. During the ugly presidential race, many moderate conservatives on the Republican side condemned Donald Trump, and some even supported Kamala Harris. Still, the only name among them that received publicity in the global media was Arnold Schwarzenegger, who was more of a movie star than a former governor. And, of course, the media publicized Taylor Swift’s endorsement of Harris more than any other Republican turncoat. This established the perception that celebrity endorsements were a big deal and perhaps, led some people to believe that they had the power to influence votes.