The celebrity influence: do people really care what they think?

Abstract

Celebrity opinions and endorsements of political candidates, issues and office holders have now become commonplace in the media before and between elections. Many actors and comedians, athletes and talk-show hosts share their opinions with society in an attempt to influence the opinions of those who listen to them. Often these celebrities use their influence to persuade citizens to vote a certain way or advocate for certain issues such as reproductive freedom, environmental protection and human rights. This study examines young adults’ perceptions about celebrities’ political opinions and endorsements. The research finds that young adults are more likely to listen to individuals other than celebrities for their own political information. However, they do believe that celebrities have an effect on the way people think. The study also finds that the gender and ethnicity of the respondents affect their attitudes regarding celebrity endorsements.

Keywords:

• celebrity
• endorsements
• political issues
• gender
• ethnicity

Notes

1. Sample sizes for responses to the questions differ due to missing data or multiple answers circled by respondents.

Additional information

Notes on contributors

Valerie R. O’Regan

Valerie R. O’Regan is an associate professor of Political Science at California State University, Fullerton. Her research and teaching focuses on celebrities and politics, women and politics, and comparative politics with an emphasis on Latin America and Western Europe. Her publications include the book Gender Matters: Female Policymakers’ Influence in Industrialized Nations (2000, Westport CT: Praeger) and several book chapters and articles in leading journals.