Celebrity Endorsements: Their Influence on the Race for the Democratic Vote

As the 2008 presidential elections draw closer, the race for America’s vote has never been tighter. Tension between competing political parties is expected; however, this season is uniquely defined by even more intense debate among candidates within the same political party. The struggle to capture the American public has become increasingly difficult in a cluttered media environment. Technological advancements make traditional television advertisements easy to avoid and allow viewers who are more interested in popular culture to avoid political messages altogether. As a result, in competing for the public’s vote, candidates have to rely on other forms of marketing to establish their position. While celebrity endorsements of presidential candidates are not a new trend in campaign history, their role unfortunately seems to hold significant importance in influencing today’s public opinion and increasing voter turnout.

Recently, many Democratic candidates have augmented their presidential campaigns with celebrity endorsements. On September 8, talk-show host and media icon Oprah Winfrey held a fundraiser at her home in Montecito, California to endorse Senator Barack Obama (see in the image above). This event, which raised more than $3 million for Obama’s campaign, marks the first time Winfrey has publicly endorsed a politician. More significant than the financial revenue, however, is the partnership between celebrity and politician, which is likely to influence the rest of Obama’s campaign. He is now directly associated with Winfrey and has connection to her viewers as well. Other candidates competing for the same vote are forced to solicit their own endorsements so they can share in the reflected fame and notoriety of the endorser.

One such example is a response that came only six days after Obama’s fundraiser with Winfrey. His biggest rival, Senator Hillary Rodham Clinton, appeared in Los Angeles with basketball marvel "Magic" Johnson on September 14th (at a fundraiser in Beverly Hills, shown on the right). Although the former Lakers player is not equivalent to Winfrey in fame and fan support, political scientist Franklin D. Gilliam Jr. believes the endorsement shows Clinton’s ability to “compete in a legitimate way” with Obama. Both candidates are seeking to reach the same demographic – the black vote – and are associating themselves with celebrity African-Americans in hopes of achieving just that.

A positive result of swaying her viewers to vote for Obama is that Winfrey’s activism has the potential to increase voter turnout among America’s youth and minority population. In fact, in "On the Media" from New York Public Radio, USC History Professor Steve Ross stated if “Oprah can get even one percent of the national population to vote who did not vote before... that one percent can make all the difference in the world."

How does all this affect Americans' opinion of the two candidates? Campaigning on television reaches a vast audience of viewers. The “Oprah Winfrey” show alone attracts nearly eight and a half million people every weekday. Moreover, her ability to increase sales of products is legendary, to wit: Oprah’s book club selections become instant best sellers. This is a smart strategy for Obama because it is not hard to believe that if Winfrey can sell books, she can also sell a political candidate. By associating oneself with a celebrity, the politician can advertise him or herself in a less political environment and have the endorser speak on their behalf as well.

The role of celebrity endorsers in campaigns is not the sole reason for an increase in awareness among the general public, however. With internet usage and availability in virtually every home, presidential are now able to reach potential voters through diverse media. Barack and Clinton both have established websites (see Obama's blog on the left), MySpace and Facebook profiles, and YouTube videos defining their campaigns. These all play a part in influencing public opinion and identifying the candidates with an internet savvy generation.

Whether celebrity endorsements are successful in influencing a voter toward one politician over another, or if they simply establish a candidate’s presence in a cluttered and otherwise competitive entertainment medium, one thing is certain: celebrities are directly influencing the 2008 presidential campaign. The American public is more aware – and divided – in their opinion of presidential candidates today than in past elections.

The only question left to ask is whether or not voters will appreciate the celebrity endorsements. The possibility of a partnership backfiring cannot be overlooked. Will voters appreciate both Winfrey and Johnson’s opinion or will the endorsers' images discourage voters from siding with the candidates they prefer? Will this strengthen or divide the Democratic Party, and will these endorsements confuse or encourage the divided America to vote one way or another? Although definitive answers lie months ahead, and the real success of celebrity endorsements cannot be determined just yet, it is important that the American public is aware of the media’s powerful influence on the election process.