Exploring the influence of celebrities in politics: A focus group study of young voters

Abstract

A focus group study was conducted examining the way young voters interpret and make sense of celebrity influence in politics. Eight focus groups discussed the credibility and influence of celebrities when they speak on political and social issues. Findings suggest that young people have a complex interpretation of celebrity influence. Celebrity type, general credibility, identification with, and appropriateness to an issue were all key components in evaluating celebrity political credibility. Perceived influence of celebrities manifested in a greater interest in an issue but not necessarily an attitude change. There was a high degree of perceived influence on others; this was not always regarded positively. Social media was the primary medium for consumption of celebrity political appeals. An interweaving of all key themes suggests that young voters use aspirational identification and attachment to a celebrity to negotiate political messages. Normative implications and guidance for future research are discussed.