Under the Influence: The Power of Celebrities and Influencers in Politics

• In Event: Media and Political Attitudes

Abstract

In the era of easily accessible social media platforms such as Facebook, Instagram, TikTok, Twitter, and YouTube, political conversations once reserved for political elites now extend to the broader public. This shift has not only transformed global culture but has fundamentally altered the nature of engagement between celebrities, influencers, and their audiences through previously unimaginable real-time interactions. Despite the evident impact of these non-political actors on political attitudes, political science lacks a comprehensive understanding of their mobilization power. This study addresses this gap by employing survey experiments to measure the effects of celebrities' and influencers' interactions with their audience when commenting on political subjects. The research further investigates the mechanism of parasocial relationships, exploring the one-sided connections individuals form with these influential figures. Focusing on underrepresented groups, particularly Black and Latino Americans, the study aims to provide a nuanced understanding of how celebrities and influencers wield power in political engagement. By dissecting the influence of these non-traditional political actors, the research contributes to our comprehension of how they can encourage and educate audiences or potentially spread misinformation. The implications of this study extend beyond the realm of academia, offering valuable insights for political scientists, policymakers, and these digital opinion leaders alike in informing strategies for better representation, engagement, and communication within minority communities. This work ultimately aims to shape the evolving landscape of digital politics.

Author

• Nicolette Alayon, Northwestern University