Do Celebrity Endorsements Help Political Candidates?
Winfrey is just one in a line of celebrities who have endorsed a candidate. She has thrown her name, money, and support behind helping Obama. Other celebrities are known for supporting other political candidates. Will the endorsements of celebrities help, or hinder, their candidates from winning the nomination?
In a recent press release, a marketing expert cautions that while celebrity endorsements can help, they can also hurt a candidate's chance of winning a nomination, or an election.
The biggest benefit of having a celebrity endorsement is the opportunity to get more press, thereby more exposure in the public eye. Also, many celebrities will make financial contributions to the candidate that they are supporting.
The biggest drawback is trying to make sure that young voters do not get the impression that a celebrity is trying to tell them what to do, and who to vote for, based only on their celebrity status.
If young voters sense this, they are more likely to vote against the candidate being supported, casting their votes for another candidate instead of voting for the candidate that a celebrity supported.
Celebrities are far more effective at motivating people to vote, regardless of the candidate that is selected.
Overall, the biggest influence for voters comes from other family members, not celebrities.
"Political parties welcome celebrity endorsements because they draw attention and financial support to their campaign. Celebrities willingly participate either because they believe they can make a difference or, in some way, increase their own level of marketability," said Natalie Wood, Ph.D., a marketing expert at Saint Joseph's University in Philadelphia.
Wood continued, "In terms of voting behavior, family and significant others are more influential than celebrities in engaging support for a political candidate At first glance, it would appear that the money and time invested in celebrity support is wasteful," said
Celebrities need to use care when endorsing candidates and issues. They can help a candidate gain valuable exposure that, by itself, can raise their candidates profile in the public eye. But their support could backfire, so celebrities need to walk a fine line between helping, and hurting, their political candidates.
This research study was published in the Journal of Political Marketing.
Source:
http://www.newswise.com/p/articles/view/536160/
Published by Patty Oh
A self-employed writer and speaker, Patty has eclectic interests. She loves long road trips and the silence of swimming. An avid reader and SEO writer, she is also available for hire. View profile
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6 Comments
Post a CommentAs much as I disagree with Oprah's choice, I think that her endorsement will influence a large amount of people. I am a young voter, myself. I know many people my age who love Oprah (I don't). A lot of them don't know much about politics and are very influencial.
Unfortunately, I think those people out there who just love her will vote with her. People look up to celebrities like idols, so I have no doubt in my mind that people like Oprah, Lindsey Lohan, Jessica Alba, etc. will truly affect the outcome of our election. I think that there are people out there who will vote the way Charlie Sheen votes just because they like his show. Or vote the complete oposite, because they hate his show.
Americans are so influencial, and I think that the celebrities are only ruining the American vote. And Oprah knows it. She doesn't care that she may end up being the reason why people choose Obama over McCain. In fact, I think that's what she wants. She wants to put her influence, instead of letti
The visibility, impact, and just name recognition of O.W. is well documented. From our perspective and profession alone, her presence is significant:
"Oprah.com averages 70 million page views and
more than 6 mission users per month and
1.3 million newsletter subscribers." (SIC)
[See http://www.oprah.com/about/press/about_press_bio.jhtml.]
I certainly would like 70 million page views a month!
Even so, she is just one American citizen with one vote. Her "celebrity status" means nothing to me in the context of my vote.
The next President of the United States of America will be elected by voting - one citizen, one vote at a time. We can only work toward, hope, and pray that each American citizen votes his or her heart, mind, and soul.
Glitz, glamour, soundbites, and a cadre of ghost writers can't lead our Nation into the 21st Century.
Amen Michelle! I simply cannot stand Oprah. I love when South Park does a bit on her.
Amen Michelle! I simply cannot stand Oprah. I love when South Park throws in their two cents about her.
Great stuff Patty, I think celebrity endorsements do help raise money at parties in California and New York amongst buddies.
I think it depends upon the celebrity. I DO think Oprah's endorsement will make a difference. I just hope it is a small one.