Celebrity Endorsement Pulls Young Voters

A new study has revealed how celebrity endorsement can encourage young people to vote.

“Celebrities have the power to motivate civic engagement regardless of their own grasp of the issues at hand,” reported a study by Washington State University published in the Mass Communication and Society journal. “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.”

According to the study, initiatives from stars such as Jessica Alba – who recently featured in several ad campaigns for Declare Yourself – as well as Christina Aguilera and Beyoncé Knowles have influenced the youth vote in America. 44% of newly registered voters in 2004 were between 18 and 25.

This year’s voters have been encouraged by a host of celebrity campaigns, such as Death Cab for Cutie's free concert offer and the recent 5 Friends video that featured will.i.am, Jennifer Aniston, Kevin Bacon, Maria Bello, Halle Berry, Kate Bosworth, Kevin Connolly, Courteney Cox, Ellen DeGeneres, Leonardo DiCaprio, Jamie Foxx, Jonah Hill, Djimon Hounsou, Dustin Hoffman, Anthony Kiedis, Ashton Kutcher, Adam Levine, Laura Linney, Eva Longoria, Tobey Maguire, Demi Moore, Esai Morales, Natalie Portman, Giovanni Ribisi, Sarah Silverman, Ethan Suplee, Kyra Sedgwick, Michelle Trachtenberg, Usher, and Forest Whitaker.

About 44 million people aged 18 to 29 are eligible to vote in the November 4 presidential election. If young voter turnout exceeds 50%, it will be only the third time since the voting age was lowered to 18 in 1972.