CAMBRIDGE, USA—A new study by Harvard University’s Ash Center for Democratic Governance and Innovation has illuminated the influential role celebrities play in promoting civic participation in the United States.
The study, shared exclusively with CNN, comes as high-profile figures such as Hulk Hogan, Kid Rock, Megan Thee Stallion, George Clooney, and Jennifer Aniston have become increasingly visible in the 2024 election cycle, lending their star power to political causes and candidates.
The study found that while many Americans claim they are not swayed by celebrity endorsements in politics, evidence suggests otherwise.
“While some polling shows that people claim they aren’t influenced by celebrity voices when it comes to politics, more rigorous evidence indicates that these voices are incredibly powerful,” the Harvard report states.
The research, which focused on nonpartisan efforts to increase voter participation, revealed that when celebrities promote calls to action, nonprofits often see significant upticks in online voter registration and poll worker sign-ups.
“Celebrities are uniquely positioned to empower everyday Americans to use their voices and exercise their civic rights,” the report continues.
The Harvard study highlights the vast reach and cultural influence of celebrities, noting that their impact extends beyond entertainment and consumer behaviour to social and political advocacy.
“Celebrities are an unparalleled force in American culture, informing what we buy, what we wear, and what we talk about,” the report observes. “With their significant influence and reach, they are powerful advocates for social and political causes.”
The study’s findings suggest that celebrities can play a critical role in motivating young voters, who often face barriers to participation due to a lack of accessible information about the voting process.
“This study focused on nonpartisan civic engagement and the ways to help empower young people to make their voice heard at the ballot box,” Ashley Spillane, the study’s author and co-founder of the Civic Responsibility Project, told CNN.
Spillane emphasised that celebrities can help create “a culture around participation, making it fun and making it something you should care about doing.”
With younger generations spending significant time on social media—where they often encounter political messages from celebrities—the study suggests that these platforms serve as crucial tools for voter engagement.
“Celebrities have a unique ability to connect with younger generations in ways that mainstream media and other get-out-the-vote efforts may not be able to,” the study states.
Social media campaigns by celebrities, such as Charli XCX’s tweet supporting Vice President Kamala Harris, have demonstrated the ability to resonate with and mobilize younger voters.
The study also explored the effectiveness of celebrity-driven voter participation campaigns across various media, including television, documentaries, merchandising, and public service announcements.
Data from previous election cycles showed that celebrity endorsements and initiatives have had measurable impacts on voter registration and turnout.
For example, in 2018, pop star Taylor Swift’s Instagram post encouraging voter registration led to the largest day of new registrations in Vote.org’s history.
Similarly, Ariana Grande’s voter registration booths at her concerts in 2019 and Kylie Jenner’s Instagram link to register to vote in 2020 both resulted in significant spikes in voter engagement.
Harvard’s research also highlighted efforts by other celebrities, such as Billie Eilish and Trevor Noah, who have used their platforms to recruit poll workers and encourage voter turnout.
Eilish’s collaboration with the organisation Power the Polls and Noah’s calls to action on his show were particularly successful in mobilizing young voters and securing poll workers during the 2020 election.
The study concludes that the involvement of celebrities in promoting civic participation is not just hype—it is a powerful force that can drive meaningful engagement in the democratic process.
“Democracies work best when everyone votes,” actress and activist Kerry Washington told CNN. “As someone in the public eye, it’s important to me to remind people of their political power and to share whatever information I have that helps them to step into their power.”
Washington, who has actively participated in voter engagement campaigns, added, “Artists, musicians, athletes, actors, and creators have a unique opportunity to encourage voters. The combined reach of our networks can be leveraged to inspire participation and ensure that more people take their rightful place as active participants in our democracy.”
As the 2024 election season continues, the findings from Harvard’s study suggest that celebrities will remain key players in the efforts to increase voter participation and civic engagement across the United States.
