Global pop sensation Taylor Swift’s endorsement of Kamala Harris could potentially boost the Democratic vice president’s appeal to young voters. However, the question remains: Will a celebrity endorsement impact Election Day outcomes? In a closely contested White House race, both Kamala Harris and her rival, Republican former President Donald Trump, are intensifying efforts to attract voters for Election Day on Nov. 5 and during early voting starting next week.
Trump has dismissed Swift’s endorsement of Harris, stating he is “not a Taylor fan.” With voter registrations among young people declining in a country where the voting age is 18, the primary challenge for either campaign is getting these young voters to register. Young voters played a critical role in Democratic President Joe Biden’s victory over Trump in 2020, with Biden securing about 61% of the vote among those aged 18 to 29, according to Tufts University data.
A July 2024 analysis by Tufts University’s youth civic engagement group, CIRCLE, revealed a significant drop in voter registrations among 18- to 29-year-olds in 36 states since 2020. Kamala Harris launched her campaign on July 21 after Biden withdrew, emphasizing the importance of youth voter registration in the upcoming months.
Enter Taylor Swift, an artist with tremendous influence, who tied with hip-hop star Beyonce for 30 lifetime awards at the MTV Video Music Awards. A 2023 Morning Consult poll found that 55% of Swift’s fans were Democrats, and 45% were millennials aged 28 to 43. On Tuesday, Swift urged her 284 million Instagram followers to register to vote and support Harris, garnering 10.4 million “likes.” The vote.gov website saw a surge of 405,999 visitors in the 24 hours following Swift’s post, according to a U.S. government spokesperson.
Harris’s aides were unaware of Swift’s decision to endorse her until the singer posted on Instagram, minutes after the vice president left the debate stage in Philadelphia. They expressed a desire for Swift to actively campaign, such as appearing at a rally in her home state of Pennsylvania, a key battleground state.
**A QUESTION OF INFLUENCE**
Does a celebrity endorsement make a difference? A 2008 Northwestern University report found that Oprah Winfrey’s endorsement added a million votes to Barack Obama’s tally. However, a 2010 North Carolina State University report found that celebrity endorsements by George Clooney and Angelina Jolie had little political impact.
Margaretha Bentley, a professor at Arizona State University who studies Swift’s social influence, is uncertain about the impact of Swift’s endorsement. Her students provided mixed reactions, with some saying they would follow Swift’s lead and others indicating it would prompt them to research more.
A Swift fan at the VMA awards, Morgan Paris, commented, “It’s good that she expressed her feelings, but her politics and music are separate.”
Ashley Spillane, in a study published by Harvard’s Kennedy School, noted that non-profits observed higher rates of online voter registration or poll worker sign-ups when promoted by celebrities. Spillane stated, “While some polling shows people claim they aren’t influenced by celebrity voices in politics, more rigorous evidence indicates these voices are incredibly powerful.”
**SWIFT ACTION ON BEHALF OF HARRIS**
The Harris campaign and their supporters are capitalizing on the endorsement by announcing pre-orders for campaign merchandise inspired by Swift, such as friendship bracelets. The progressive group MoveOn.org is selling Swift-themed T-shirts, with the “In My Voting Era” shirt becoming their fastest-selling item this year.
Voters of Tomorrow, an organization aiming to boost youth voter turnout, is collaborating with “Swifties for Harris” on a phone bank targeting college students in Georgia and Wisconsin, both crucial battleground states. Jessica Siles, a spokesperson for Voters of Tomorrow, said, “Swift is one of the most influential people of our generation, and we’re excited to see how her message can translate into political action and greater involvement.”
