Selling Politics

Abstract

ABSTRACT Parents, the press and political scientists have increasingly shown interest in the influence of the entertainment media on young adults' political beliefs. This research examines the impact of celebrities' endorsements of certain political beliefs on the attitudes on young Americans, and finds that young people are significantly more likely to agree with a position when it is endorsed by a celebrity. Causes and candidates are cautioned to select celebrity endorsers carefully, because not all celebrities are created equal when it comes to influencing public opinion, with the evidence suggesting celebrity status in and of itself may not be most important factor, but credibility and appropriate match-up between idea and endorser matter as well. Key Words: Entertainment and politicspublic opinionpop culturepolitics