Celebrity Endorsements and Their Potential to Motivate Young Voters

Abstract

Although scholars have long indicated concern regarding disaffected young voters, the 2004 presidential election tallied record turnout among this age group. This study explored how and why celebrity-endorsed, get-out-the-vote campaigns may have helped to persuade young voters aged 18 to 24 to participate in an election campaign by examining campaign influence on individual decision-making factors. During the fall semester of 2004, a convenience sample of 305 college students from introductory general education classes completed surveys assessing their political efficacy, involvement, complacency, and apathy. Findings indicated that receptivity to celebrity spokespeople predicted lower levels of complacency and higher levels of self-efficacy. Complacency had independent effects on involvement and self-efficacy. The results therefore suggest that these campaigns can potentially influence positive change in political engagement of the younger citizenry.

Notes

^a r = .55, n = 297, p < .01.

∗p ≤ .05. ∗∗p ≤ .01. ∗∗∗p ≤ .001.

Additional information

Notes on contributors

Erica Weintraub Austin

Erica Weintraub Austin (Ph.D., Stanford University) is Dean and Professor in the Edward R. Murrow College of Communication at Washington State University. Her research interests focus on the uses of media in decision making and socialization processes, particularly regarding health and public affairs issues.

Rebecca Van de Vord

Rebecca Van de Vord is a doctoral candidate in the Edward R. Murrow College of Communication at Washington State University. Her research interests focus on health information seeking and media literacy.

Bruce E. Pinkleton

Bruce E. Pinkleton (Ph.D., Michigan State University) is a professor in the Edward R. Murrow College of Communication at Washington State University. His research interests focus on understanding individuals' information source use and decision-making processes in political communication and health communication.

Evan Epstein

Evan Epstein has her master's degree from the Edward R. Murrow College of Communication and is communications coordinator for the College of Engineering and Architecture at Washington State University. Her research interests focus on political socialization and media effects.