University of Minnesota researcher shows why celebrity endorsements of U.S. presidential candidates matter
Oprah Winfrey's recent endorsement of Democratic presidential candidate Barack Obama has raised questions about the reach of celebrity appeal in American culture.
Although a variety of political pundits and academics have dismissed celebrity endorsement in politics, University of Minnesota researcher Rebecca Kuehl says that Oprah endorsing Obama is significant based on her status as an American icon. In fact, Kuehl, a doctoral student and Graduate School Fellow in communication, has developed a theory of why celebrity endorsement in U.S. politics matters.
Rebecca Kuehl, University of Minnesota doctoral student and Graduate School Fellow in communication
Kuehl theorizes four functions of celebrity endorsement and accounts for its influence on voters by using Social Comparison Theory. Whenever we make important decisions, such as choosing who should be our country's next president, we ask ourselves questions such as: who do I respect? What do they think? Social Comparison Theory explains that in making decisions, individuals often compare their potential decision to the decision of others in their social group. They do so to validate their own decision or to reduce uncertainty about making the decision.
Social Comparison theory explains why people sometimes look to celebrities for insight, even about political candidates. The four functions of Kuehl's theory of celebrity endorsement include:
• Celebrity endorsement increases awareness/publicity for the candidate. In the case of Obama, Oprah's recent stumping in both Iowa and South Carolina has generated a lot of publicity for him.
• Celebrity endorsement transfers positive evaluations from the celebrity to the candidate. The positive views people hold about Oprah transfers to Obama with her endorsement.
• Celebrity endorsement influences undecided and independent voters to (re)consider the candidate. Oprah's endorsement has influenced undecided and independent voters to (re)consider Obama, especially since women over the age of 50 (Oprah's largest viewing segment) typically tend to compose the highest percentage of undecided voters. These voters have shifted from supporting Hillary Clinton to considering supporting Barack Obama.
• Celebrity endorsement has a greater impact if the celebrity is a first-time endorser. Oprah's status as a first-time endorser of a presidential candidate is persuasive to voters. The novelty of her endorsement is persuasive-Oprah has nothing to gain from this endorsement, and in fact has much to lose.
To interview Kuehl, about her theory and celebrity endorsements, contact Patty Mattern, University of Minnesota National Media Relations, (612) 624-2801, mattern@umn.edu or Drew Swain, University News Service, (612) 625-8962.
Download this interview for use in a newscast or on a Web site here.
