Kamala Harris got a campaign boost minutes after her presidential debate with Donald Trump ended on Tuesday night, when Taylor Swift endorsed the Democratic nominee to her 283 million Instagram followers.
Yet while elections in the US have "long drawn on the influence of star power", said History.com, the effect at the polls is "squishy at best" – and often it is the celebrity who has the most to gain.
Which are the most notable endorsements? Warren G. Harding became the "first celebrity-endorsed president" after movie stars Mary Pickford and Al Jolson backed his successful bid to become president in 1920, said Atlas Obscura. More recently, Oprah Winfrey endorsed Barack Obama in his presidential campaigns, and Beyoncé Knowles has backed Hillary Clinton, Joe Biden and now Harris.
In the UK, such celebrity endorsements are less common, but New Labour's 1997 election success came after high-profile figures including Noel Gallagher, Alex Ferguson and Ross Kemp publicly endorsed Tony Blair for prime minister.
What's in it for the celebrities? Michael Jordan famously refused to endorse a Democratic candidate in his home state of North Carolina in 1990, because "Republicans buy sneakers, too". But other celebrities see politics as a "natural extension of their brand", said The Guardian. Harris' policies mesh with Swift's public views and the persona reflected in her songs, which often tap into themes of "sexism" and "gender-based double standards".
Do they work? The effect of these endorsements on the final outcome is "hard to quantify", said The New Yorker. Oprah's is estimated to have been "responsible for more than a million of Obama’s votes". However, star power can backfire. Hillary Clinton's famous supporters may have contributed to the "elitist" label that she struggled to shake off ahead of her 2016 election defeat to Trump.
After Swift endorsed Harris, the URL that she shared directing fans towards a voter registration website had got around 338,000 clicks by the following afternoon. Richard T. Longoria, associate professor of US government and politics at the University of Texas, told Al Jazeera that most voters would have already made up their minds. But while the proportion likely to be won over by Swift was small, he said, "in a close election, that could mean the difference between winning and losing". |