USA: Study shows stars impacted young voters in 2004, but will celebrity influence impact the youth voting bloc in 2008

Record ID: 328916

  • Title: USA: Study shows stars impacted young voters in 2004, but will celebrity influence impact the youth voting bloc in 2008
  • Date: 31st October 2008
  • Summary: WASHINGTON, D.C. UNITED STATES (FILE) (REUTERS) VARIOUS OF STUDENTS WALKING ON THE CAMPUS OF AMERICAN UNIVERSITY
  • Embargoed: 15th November 2008 12:00
  • Keywords:
  • Location: Usa
  • Country: USA
  • Topics: Domestic Politics
  • Reuters ID: LVAD7IHJPNYLB8XKO2CW9D7WV1ZY
  • Story Text: Celebrity initiatives to persuade young people to vote in the 2004 election were successful according to a new study by Washington State University published in the Mass Communication and Society journal.
    Based on a survey of 305 students at the university, the report found that "Celebrity endorsed campaigns successfully lowered complacency and helped young people believe in their own impact on the political system. Young people got involved at higher levels and became increasingly aware of societal issues," in 2004.
    So what impact will celebrities have on the youth vote in 2008, when the bloc seems likely to wield more influence that it has in previous elections? In 2008, celebrity involvement in voting initiatives has increased in numbers and a-list stars including Leonardo DiCaprio, Halle Berry, and Ashton Kutcher are participating in campaigns like "Declare Yourself," a series of Public Service Announcements (PSAs) that encourage young people to get out and vote.
    DiCaprio produced one of the Declare Yourself PSAs and even filmed it at his California home.

    "We just want the youth movement to come out," DiCaprio told Reuters.
    "That was the purpose of the PSA, to get young people to go out and register because a lot of us didn't even understand about those cut off dates and it's important the public did to...so hopefully, it's made a little impact."
    Emil Wilbekin, Editor in Chief of Giant Magazine, predicts the celebrity campaign will have an even bigger impact on young voters in 2008, because celebrities have turned voting into a cool trend.

    "Celebrities have been really powerful in attracting more young people to be involved in the political process and to get engaged. But I think as far as the ultimate vote I think more young people are deciding for themselves on the issues," says Wilbekin.
    Celebrity-driven ad campaigns tend to be a little edgier, which appeals to young voters.
    Executives at MTV have long understood the impact of star power and have been working with an array of famous faces to raise awareness around election issues since 1992. Their "Choose or Lose '08" campaign has aimed to inform and empower young voters on the issues that matter most to them. A recent concert entitled "Brave" highlighted the plight of young war veterans and the challenges they face.
    Ian Rowe, Senior Vice President of Public Affairs and Strategic Partnerships at MTV, says that star power matters but this year, issues such as the war and the economy matter more to the youth voting bloc.

    "This year it's interesting there's no doubt that celebrities have been really involved but we think that this year in particular it's really the issues and the candidates that have taken on their own celebrity status and are driving people to the polls," says Rowe Whether or not celebrities can impact the way people vote is still unclear, but that isn't stopping them from trying. Oprah Winfrey threw her powerful presence behind Barack Obama, and quirky comedian Sarah Silverman, put out a PSA appealing to young Jewish voters to convince their grandparents living in Florida to vote for Senator Obama.
    Rowe doesn't think that celebrities have enough power to dictate votes.
    In fact he says, the campaigns and the issues they represent have taken on a kind of celebrity of their own and that will resonate more with voters than other celebrity opinions.
    Celebrities have been really powerful in attracting more young people to be involved in the political process and to get engaged. But I think as far as the ultimate vote I think more young people are deciding for themselves on the issues," he says.
    He points to a survey published by USA Today and MTV in early October found that 61 percent of respondents plan to vote for Obama. Respondents said they made their decisions based on the most important issues to them - the economy and the war in Iraq. The Illinois Democrat trounced competitors significantly among the demographic in earlier contests and his poll numbers soar among 18-29 year-olds nationally.
    Young voters in New York have mixed views on whether or not celebrities wield enough influence to sway voters.
    Dan Vawter says, "Maybe some people that are impressionable, some of the younger generation but I think this election we all already have a strong opinion for ourselves."
    21-year-old voter Jarrell Carrols thinks that celebrities do have the power to influence the youth voting bloc.

    "Celebrities do have influence on the young people so I think that it could sway the vote on way or another," says Carrols.
    Either way says Ashley Calandra, using star power to get out the vote is a good thing overall.

    "I think celebrities these days have a lot of influence, so I think it's good that they're trying to do something positive to get young people to vote," says Calandra.
    "And I think that on some levels even if it's not affecting those 18 and older, it's doing something to the younger set and getting them to vote, hopefully."
    The jury's still out, but after November 4th there's no doubt analysts will be looking at whose campaign might just have swayed this all important voting bloc.
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