Taylor Swift as a Potential Celebrity Political Endorser

• Published date: 01 January 2025
• DOI: http://doi.org/10.1177/1532673X241269863
• Author: David J. Jackson,Anthony J. Nownes,Thomas Norton
• Date: 01 January 2025

Article

American Politics Research

2025, Vol. 53(1) 48–54

© The Author(s) 2024

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DOI: 10.1177/1532673X241269863

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Taylor Swift as a Potential Celebrity Political

Endorser

David J. Jackson

1

, Anthony J. Nownes

2

, and Thomas Norton

3



Abstract

In this research note we examine the effect of Taylor Swift’s hypothetical endorsement of a Public policy position. Weexamine

this in the context of the expanding literature on the effects of celebrity endorsements. Through a post-test only experimental

survey design we test Swift’s hypothetical endorsement of a policy position. We begin and con clude with analysis of why Swift’s

value as an endorser, as well as the value of other similarly situated endorsers may be particularly high.

Keywords

celebrities and politics, endorsements, persuasion

Introduction

In a fragmented entertainment world, traditional celebrities

and social media influencers possess the ability to sway the

socio-political beliefs of their fans. The caveat “of their fans”

is important. Not all celebrities are created equal. Some may

be very popular among their fans, but largely unknown to the

general public. Research has shown the limited ability of

these celebrities to influence elections, including the possi-

bility that their endorsement could actually hurt their pre-

ferred candidate (Jackson, 2016). Other celebrities, perhaps

we could call them “super-celebrities,”bring more to the

endorsement process due to the sheer quantity of their fans

and the depth of attachment their fans feel toward them. Such

super-celebrities include Oprah Winfrey, Beyonc´

e, and at one

time Justin Bieber. As of the time of the writing of this, one

must count Taylor Swift among these ranks, which raises

another important issue. The popularity of all celebrities rises

and falls. No one stays on top forever, and some celebrities

rise, fall, and sometimes rise again. Therefore, celebrities who

are at or near the peak of their popularity who choose to

engage in politics are particularly worthy of consideration by

scholars.

In this research we examine the potential ability of one

special celebrity, Taylor Swift, to influence young people’s

thinking about a public policy topic: the proper roles of

parents and teachers in the selection of books for high school

libraries. We place the work in the burgeoning literature

concerning celebrity endorsements. We start with examining

the major research on the role of celebrities in politics, then

we explain why we chose Taylor Swift as the celebrity whose

potential political influence we examine. We describe the

experimental survey design used to gather data and explain

the results. Finally we place the findings in greater context.

Celebrity Political Endorsements: Theory

and Findings

As celebrity marketing expert Jennifer Brubaker (2021)

writes, “People like attractive people”and “celebrities are

typically attractive”(49). This means that well-liked celeb-

rities of all sorts, not just friends and family, can influence

individual choices. People feel positive emotional attach-

ments with (some) celebrities. Multiple studies demonstrate

that celebrity endorsements of products affect sales (Agrawal

& Kamakura, 1995;Butler et al., 2005;Erdogan et al., 2001;

Farrell et al., 2000). And there is now substantial evidence

that celebrity endorsements can affect voting decisions

(Garthwaite & Moore, 2008;Jackson, 2018;Pease & Brewer,

2008), issue stands (Jackson & Darrow, 2005), and which

issues voters see as important (Brockington & Henson, 2015;

DeWitt, 2018;Harvey, 2017;Nownes, 2012). Well-liked

celebrities also can stimulate political participation (Austin,

Pinkleton, Van de Vord, and Epstein 2008;Inthorn & Street,

2011;Meyer, 1995;Veer et al., 2010).

1

Bowling Green State University, Bowling Green, OH, USA

2

University of Tennessee, Knoxville, TN, USA

3

Wayne State University, Detroit, MI, USA

Corresponding Author:

David J. Jackson, Bowling Green State University, Bowling Green, OH,

USA.

Email: jacksod@bgsu.edu