New Leverage in the US Presidential Election

The widespread influence of celebrities can influence the decisions of American voters, especially young people, ahead of the presidential election.

Young voters will play a big role in the election, even deciding in battleground states. (Source: CNN)

Ahead of the 2024 US presidential election, many celebrities have publicly endorsed their favorite candidates. Vice President Kamala Harris has received support from singers Taylor Swift and Beyonce, while former President Donald Trump has won the hearts of billionaire Elon Musk and musician Kid Rock.

According to the Center for Information, Research, and Civic Engagement (CIRCLE) at Tufts University (USA), in the context of a very tight race, celebrity endorsement has a certain influence on election results.

Celebrity messages calling for support for presidential candidates can help online and local voters engage with the election situation, gradually getting young people involved in the election process and civic activities. After receiving the message, voters need to be provided with more authoritative information to make the most informed decision.

CIRCLE believes that young voters will play a major role in the election, even deciding the outcome in battleground states like Michigan, Wisconsin, Pennsylvania and Nevada, as well as in Senate and House races. Some of the races are so narrow that the participation of young voters who are influenced by celebrity messages could have a pivotal impact.

For example, Taylor Swift’s post in support of Harris drove hundreds of thousands of people to vote.gov in just 24 hours. Her influence has helped create a community where young people can discuss, learn, and take action on political issues.

In recent years, as celebrities have actively contributed to the campaigns of US presidential candidates, young people have participated in elections in greater numbers. Therefore, it is no coincidence that the number of young voters participating in elections reached record highs in 2018, 2020 and 2022. Therefore, if used properly to influence voters, celebrities can benefit the country, helping young people learn about candidates, register and plan to vote.

The Center for Information and Research on Civic Learning and Engagement (CIRCLE) is based at Tufts University (USA), specializing in research on issues related to youth civic engagement, especially in electoral and political activities.

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