Psychology of Voting

In the midst of this year’s highly contentious election season, it is virtually impossible to avoid politics. Chances are, you’ve stumbled upon a clip of Hulk Hogan ripping his shirt off at the 2024 Republican National Convention or encountered a brat-themed edit of Kamala Harris while scrolling through TikTok. Almost everyone is using social media platforms to spread political awareness, including your favorite celebrities. You might worship the ground that they walk on, but it is imprudent to rely on what they have to say about politics. 

Celebrity endorsements have long pervaded the landscape of American politics, dating back to the beginning of the 20th century. One of the first celebrities to engage in such practice was singer Al Jolson, a Broadway and film star well-known for his controversial appearances in blackface, who publicly endorsed President Warren Harding in 1920. Using his national fame, Jolson organized a rally featuring the performances of acclaimed actors and musicians in support of Harding’s campaign. In the end, his efforts were a smashing success—Harding won the election and went on to become the 29th President of the United States, before his administration ended in scandal.

Over the past eight years, Donald Trump has received endorsements from an eclectic variety of media personalities, including TikTok star Bryce Hall and musician Kid Rock. In anticipation of this year’s presidential election, though, he has most notably been backed by billionaire Elon Musk, Musk has been pictured alongside Trump numerous times in these past few months alone, revving up crowds at rallies and utilizing X—one of the many companies he holds stakes in—to commend the former president. In fact, he has utilized the platform in an attempt to spread rampant misinformation, particularly in the form of absurd AI-generated images and videos that impersonate Kamala Harris or misrepresent her political platform. While young people are more experienced in distinguishing between real and AI-generated content, older generations are far more susceptible to deceptive content and passing on such fake news to others, thus exacerbating the issue of political misinformation.

As the richest person in the world, Musk has the potential to make an enormous impact on this year’s election. As of October 16, he has donated roughly $75 million to America PAC—his political action committee that has served as a vital propellant in getting out the vote for Trump in battleground states. Campaign funding is arguably one of the most effective ways that celebrities can sway elections, since that money goes directly to advertising and canvassing efforts to encourage Americans to cast their ballot for Trump at the polls this November. His celebrity status may not be a decisive factor that voters take into consideration, but Musk’s wealth has certainly given Trump some leverage in this election.

Similarly—though perhaps not as extravagantly—singer-songwriter Taylor Swift took to Instagram to endorse Harris for president, posting a photo with her pet cat in reference to Senator J.D. Vance’s remarks about “childless cat ladies” in office. In response to a slew of AI-generated content depicting her support for Trump, Swift emphasized the importance of transparency, writing that “the simplest way to combat misinformation is with the truth,” and ultimately announced her support for the Harris-Walz ticket and their platform. Swift included a reminder about voter registration and later posted an Instagram story directing viewers to the vote.gov website.

Within just 24 hours, the Instagram story attracted over 400,000 visits to vote.gov, roughly 12 times the amount of visits that the website had been receiving per day. On top of that, Swift boasts a staggering 283 million followers on the platform, and that singular post amassed more than 11 million likes and 1.5 million shares. 

There is no denying that Swift’s post has made waves—even Trump acknowledged it in a Truth Social post reading “I HATE TAYLOR SWIFT!”—but statistics do not palpably demonstrate that celebrity endorsements are of any substance in election races. In a 2015 study conducted by political science professor David J. Jackson at Bowling Green State University, 804 general election voters in Ohio were surveyed to gauge whether a celebrity endorsement would make them more likely to vote for the endorsed candidate. A vast majority of survey respondents reported that the endorsement would not have any impact on who they voted for, suggesting that Swift’s post may not be as effective as it currently seems.

Furthermore, the thousands of visits to vote.gov garnered by Swift did not necessarily contribute to a rise in voter turnout—only about 35,000 users registered to vote after being directed to the website. While her endorsement may have been successful in drawing attention to the Harris-Walz platform, celebrity political stances can only go so far: the act of voting itself is what matters and what ultimately dictates the results of an election.

Other celebrities like Chappell Roan, an on-the-rise pop artist known for her bold personality and vivacious stage presence, have also revealed their political affiliations to their fans this election season. After receiving backlash for her unclear position on this year’s election, Roan asserted that she would be voting for Harris this November—though quite begrudgingly. In a TikTok video, she stresses that it is impossible for her to endorse either candidate, as she is unwilling to “settle” for the controversial policies proposed by both the Democratic and Republican parties. In particular, she mentions the ongoing war in Palestine as well as LGBTQ+ rights, noting that “there’s no way [she] can stand behind some of the left’s completely transphobic and genocidal views.”

It is fair for a celebrity—or anyone, for that matter—to feel disinclined to take a side in an election, but Roan’s video severely undermines the strides that Harris has taken throughout her career towards securing rights for the LGBTQ+ community. In 2004, before gay marriage was even legal, Harris officiated several same-sex weddings during her time as District Attorney of San Francisco. Under Harris’s vice presidency, Dr. Rachel Levine was sworn in as the United States Assistant Secretary for Health, making history as the first openly transgender woman to become a government official. The Biden-Harris administration strengthened insurance coverage and anti-discrimination protections in healthcare for LGBTQ+ Americans. The list goes on.

What was most memorable about the video, though, was Roan’s mispronunciation of “Kamala”—a tactic that has often been used deliberately as a microaggression towards Harris. Regardless of Roan’s intentions, signs point towards the fact that she is not as politically informed as the media depicts her to be. In the vast scale of this year’s election, the mispronunciation may appear trivial, but it is an act indicative of oversight and ignorance. Ultimately, though, her general air of unpreparedness implies that Roan never actually wanted to comment on this year’s election; rather, she was wrongfully coerced into doing so by fans or the media, institutions eager to politicize her name and potentially tarnish her reputation.

Celebrities have an indisputable impact on politics. In some ways, this can be helpful; thanks to their widespread following, celebrities have the ability to amplify political engagement through funding and raise awareness on issues related to government. However, their influence can begin to pose a threat to democracy if they make use of misleading language and reckless characterization of political leaders. Before casting your ballot at the polls, celebrity endorsements should not be a factor taken into consideration. Celebrities are not obligated to endorse candidates in any election, but they are also not obligated to hold themselves accountable for what they share with the public. It is your responsibility to make informed decisions. Improve your media literacy skills. Teach your grandparents how to identify deep-fakes. Use credible news sources to conduct research, while still remaining aware of your own biases. Go ahead: place your full trust in celebrities for fashion, relationship advice, or hairstyles, but definitely not for politics.