I R R AT I O NA L I N F LU E N C E I N T H E I N F O R M AT I O N AG E
IRRATIONAL INFLUENCE IN THE INFORMATION AGE: AN EXAMINATION OF CELEBRITY ENDORSEMENTS IN POLITICS Cory Millhouse Abstract This paper discusses the impact that celebrity endorsements can have on the public’s opinion of serious political matters. For the purposes of this research, celebrity endorsements are public statements of support for something or someone made by a person of significant influence. It attempts to identify whether celebrity endorsements of a candidate or political stance can have a substantial effect on a voter’s opinion, what kind of change can occur, and what kind of person that voter must be in order for change to happen. It examines empirical data recording voting habits before and after high profile political endorsements and research studying individuals’ opinions and voting intention following exposure to an endorsement. The research suggests that while celebrity endorsements do not always result in changes in voting intention, they usually have a significant impact on an individual’s perception of the candidate or party being enforced. It further suggests that such an impact on perception can indeed have a significant effect on the outcome of a given election. ___________________________________
Spring 2020 • 111
