Celebrity culture and social media in U.S. politics
On January 20, Donald Trump was sworn in as President of the United States for a second term after defeating his Democratic rival, Kamala Harris. The lead-up to the election was marked by high-profile endorsements, as celebrities took to social media to voice their support for either candidate, hoping to sway public opinion.
Social media allowed celebrities and candidates to control the narrative, rally supporters, and dominate online discussions.
Celebrity endorsements
During the 2024 US presidential election celebrities from across the political spectrum voiced their endorsements in the lead-up to the vote. In a media-savvy landscape, these endorsements attracted significant attention, influencing public perception and in some cases, swaying voter sentiment. Here’s a look back at the prominent figures who publicly backed each candidate and the messages they shared in support.
Celebrities who endorsed Kamala Harris
© Office of Senator Kamala Harris via Wikimedia Commons
© Office of Senator Kamala Harris via Wikimedia Commons
Democratic candidate Kamala Harris has garnered support from a diverse array of celebrities, leveraging their platforms to amplify her campaign messages:
- George Clooney
On July 23, Clooney, known for his roles in ER and Batman & Robin, endorsed Harris through a statement on CNN, emphasising the need for experienced leadership and unity. - Steph Curry
The NBA star voiced his support on August 22 during the Democratic National Convention via a heartfelt video message, highlighting Harris's commitment to social justice and equality. - The Avengers
In a clip shared by Mark Ruffalo on X on October 30, Avengers stars—including Scarlett Johansson, Chris Evans, Robert Downey Jr., Don Cheadle, and Paul Bettany—rallied behind Kamala Harris. Ruffalo urged voters to consider key issues like climate change, education, and women’s reproductive rights. - Billie Eilish and Finneas
The Grammy-winning sibling duo took to Instagram on September 17 with a video endorsement, praising Harris's vision for a more inclusive America. - Mark Hamill
Known for his iconic role as Luke Skywalker, Hamill endorsed Harris on July 22 through a post on X (formerly Twitter), expressing his belief in her ability to lead with integrity. - Tina Knowles
On July 21, the fashion designer and mother of Beyoncé and Solange shared her support for Harris via an Instagram post, highlighting her dedication to education and healthcare reform. - Spike Lee
The acclaimed filmmaker endorsed Harris on July 21 through an Instagram post, commending her efforts to address systemic inequalities. - Martha Stewart
At the Retail Influencer CEO Forum on September 10, Stewart, a businesswoman and television personality, endorsed Harris during a discussion with The Daily Beast’s Chief Content Officer, focusing on her policies to support small businesses. - Barbra Streisand
The singer and actress took to X on July 22 to endorse Harris, underscoring the importance of progressive policies and compassionate leadership. - Taylor Swift
The pop superstar shared her endorsement on September 10 via Instagram, highlighting Harris's commitment to climate action and women's rights. - Oprah Winfrey
During the third day of the Democratic National Convention on August 21 in Chicago, Winfrey delivered a powerful endorsement on stage, lauding Harris's dedication to justice and equality. - Beyoncé
During a rally in Houston on October 25, Beyoncé publicly voiced her support for Harris, boosting her campaign in the influential Texas city. - Jennifer Lopez
Lopez spoke out at a Democratic rally in Las Vegas on October 31, where she criticised comments made at a Trump rally about Puerto Rico and endorsed Harris's commitment to equity. - Madonna
Pop icon Madonna revealed her support for Harris on October 31 in an Instagram post, stating she had returned to the U.S. after a trip to Paris to cast her vote. - Bruce Springsteen
Rock legend Springsteen appeared at a Democratic rally in Clarkston, Georgia, on October 24, using the time between songs to argue that Harris would protect democracy and champion women’s reproductive rights.
"I will be casting my vote for Kamala Harris and Tim Walz in the 2024 Presidential Election. I’m voting for @kamalaharris because she fights for the rights and causes I believe need a warrior to champion them. I think she is a steady-handed, gifted leader and I believe we can accomplish so much more in this country if we are led by calm and not chaos. I was so heartened and impressed by her selection of running mate @timwalz, who has been standing up for LGBTQ+ rights, IVF, and a woman’s right to her own body for decades."
Celebrities who endorsed Donald Trump
© Shealeah Craighead via Wikimedia Commons
© Shealeah Craighead via Wikimedia Commons
Why do people look to celebrities when deciding their vote?
1) Lack of information
By 2028, Gen Z and millennials will make up the majority of potential voters according to studies by Harvard. However, they face significant barriers to participation, mainly due to a lack of easily accessible information on how to vote in their state. A Harvard Kennedy School Institute of Politics survey found that nearly two-thirds of people under 30 feel that high school civics education did not adequately prepare them to understand voting deadlines, research candidates, or vote by mail. Additionally, more than half reported they were not taught how to register to vote.
According to CIRCLE, a Tufts University initiative studying youth civic and political participation, many voting barriers stem from a lack of knowledge:
- 22% of newly eligible voters who are not registered say they “don’t know how”.
- 50% are unaware if online voter registration is available in their state.
- 63% of young people do not know the felony re-enfranchisement laws in their state.
There are also racial and ethnic disparities in this knowledge gap. For instance, 14% of Latino youth reported struggling with their mail-in ballot application, compared to just 3%-8% of other racial/ethnic groups.
2) Lack of trust
People are deeply concerned about political issues that impact them directly, such as climate change, gun violence, healthcare, crime, and public safety. However, trust in the government to take action is at an all-time low, with only 2% of Americans believing the government does what is right "just about always." Among Asian, Hispanic, and Black adults, 23%, 23%, and 21% respectively say they trust the federal government "most of the time" or "just about always," while only 19% of young people share the same sentiment.
3) Lack of motivation and mobilisation
In addition to distrust in the federal government, many voters lack the motivation to turn out on Election Day. Campaigns often focus their resources on engaging likely voters, leaving infrequent or non-voters underserved. In the 2020 presidential election, research revealed that nearly half of young people (46%) did not receive outreach from political campaigns or committees.
Historically, voting has not been seen as "cool," and discussions around politics is sometimes avoided in social or family settings. However, the 2020 election marked a cultural shift. Despite COVID-19 restrictions, election news was everywhere on social media, and over 1,000 companies encouraged voting among their employees and customers. Celebrities used their platforms to motivate people to vote, while brands even began selling civic-themed merchandise.
(Source Harvard Celebrities Strengthening Our Culture of Democracy A STUDY ON THE IMPACT OF CELEBRITY ENGAGEMENT ON CIVIC PARTICIPATION https://ash.harvard.edu/wp-content/uploads/2024/08/Ash-Center-Study_Celebrities-Strengthening-Our-Culture-of-Democracy-FINAL-ua.pdf)
© Statista and YouGov https://www.statista.com/chart/33356/effect-of-celebrity-endorsements-in-us-politics/
© Statista and YouGov https://www.statista.com/chart/33356/effect-of-celebrity-endorsements-in-us-politics/
Social Media Platforms as Political Tools: Instagram for Democrats, X for Republicans
Celebrities such as Billie Eilish, Taylor Swift, and Madonna, who endorsed Kamala Harris, primarily used Instagram to express their support through posts, stories, and videos. Instagram’s predominantly young and diverse audience, with 18-24-year-olds making up the largest demographic at 31.7% (Statista), appears well-suited to messaging on topics like social justice and inclusivity, themes often associated with Democratic policies. The platform’s focus on visual content and storytelling allows for a more personal connection with followers, fostering a culture of advocacy and positive influence that complemented the Democrats' progressive messaging.
(Video originally posted on Billie Eilish's Instagram but has since been taken down).
In contrast, Trump supporters frequently voiced their backing on X, with figures like Elon Musk, who bought Twitter and rebranded it, regularly tweeting support. X encourages open debate and direct expression, aligning with the Republican emphasis on freedom of speech and discourse. Its focus on concise, real-time interactions is well-suited for impactful messaging, which made it a preferred platform for many Republican supporters who sought to respond swiftly and share policy-driven views.
© Iman Choksy, source of data InsTrack.app
© Iman Choksy, source of data InsTrack.app
Following Taylor Swift's endorsement of Kamala Harris on 11th September, her Instagram follower count experienced a significant surge, with an immediate increase of 391,975 followers, pushing her total to 283,978,995. However, as the US presidential election approached, this growth began to taper off, and her follower count even showed signs of gradual decline. This trend suggests that celebrity endorsements, while powerful in generating a short-term spike in engagement, may not lead to lasting support. Fans and followers might initially feel compelled to back a candidate due to the influence of a favourite public figure, but as they take time to explore the candidate’s policies and positions, their initial enthusiasm can dwindle. Swift's follower trajectory reveals that although celebrity endorsements can spark immediate interest and discussion, their impact on sustained public opinion and long-term political support may be more limited than anticipated. This pattern highlights the complex and often fleeting nature of influence in the political sphere when celebrities are involved.
The Power of Social Media in Shaping Political Campaigns
Social media has emerged as a dominant communication tool, diminishing the influence of traditional media as gatekeepers of political messaging. In the absence of alternative institutions to fill this void, President Trump capitalised on this shift, leveraging platforms like X to amplify his campaign. From August 2015 to election day, over a billion tweets referenced the presidential election (Twitter.com, 2016; Persily, 2017). Trump’s Twitter following exceeded Clinton’s by 33% (CBSNews, 2016), with his tweets receiving three times as many retweets as hers in mid-2016. Similarly, his Facebook posts were shared five times more frequently than Clinton’s (Journalism.org, 2016; Persily, 2017).
Persily (2017) further noted that despite having a smaller advertising budget, the Trump campaign spent more on Facebook than the Clinton campaign. These findings show how Trump used social media to bypass traditional outlets, directly engaging supporters and amplifying his message through loyal followers. (Source: Social Media Effects: Hijacking Democracy and Civility in Civic Engagement by Bolane Oliniran and Indi Williams. URL: https://pmc.ncbi.nlm.nih.gov/articles/PMC7343248/)
Celebrity endorsements for political candidates are nothing new, with high-profile figures consistently leveraging their influence during election cycles. Over the years, many celebrities have remained loyal to the Democratic or Republican parties, leveraging their fame to rally support for policies and candidates that align with their values. On the Democratic side, stars like Beyonce and Ariana Grande have consistently backed progressive causes, while Republicans have found vocal advocates in figures such as Clint Eastwood and Jon Voight.
2020 Election: A Surge in Digital Advocacy
The 2020 election saw an unprecedented surge in celebrity endorsements, with figures from Hollywood, sports, and music, actively supporting candidates. Joe Biden received widespread backing from stars like Lady Gaga, Dwayne "The Rock" Johnson, Taylor Swift, and LeBron James. These endorsements often focused on social justice issues, the pandemic response, and climate change, resonating with younger audiences. Social media played a crucial role, with celebrities leveraging platforms like Instagram, TikTok, and Twitter to urge voter turnout and share messages of hope and unity.
On the Republican side, Donald Trump maintained support from high-profile figures such as Kanye West, Kid Rock, and Jon Voight. Trump’s endorsements often centred around his “America First” agenda and his direct, combative style, which appealed to his base. The use of social media was again pivotal, with endorsements amplified by Trump’s active online presence and the digital echo chambers that followed.
2016 Election: A Battle of Polarising Figures
The 2016 presidential race between Donald Trump and Hillary Clinton was highly divisive, with celebrities taking prominent roles in the campaign. Clinton received endorsements from a long list of A-listers, including Beyoncé, Katy Perry, and Meryl Streep, who often performed or spoke at campaign rallies. The focus of these endorsements was on inclusivity, women’s rights, and breaking the glass ceiling with the possibility of electing the first female president.
Conversely, Trump’s celebrity endorsements, while fewer, were equally vocal and impactful. Supporters such as Scott Baio, Ted Nugent, and Stephen Baldwin often echoed Trump’s “Make America Great Again” slogan and rallied around his outsider status in Washington politics. Social media once again emerged as a major battleground, with Trump’s brash style resonating with his base and often dominating headlines.
The 2012 Election: Traditional Media Meets Social Media
The 2012 election between Barack Obama and Mitt Romney reflected the transitional nature of media influence. Obama, known for his effective use of social media in 2008, continued to harness celebrity endorsements to energise younger voters. Stars like Oprah Winfrey, George Clooney, and Jay-Z supported Obama, often emphasising his policies on healthcare, same-sex marriage, and economic recovery following the 2008 financial crisis. Many of these endorsements came through traditional campaign ads, fundraising events, and early social media campaigns.
Mitt Romney, representing a more traditional Republican approach, received endorsements from celebrities like Clint Eastwood and Kid Rock. While Romney’s campaign was less reliant on celebrity influence, these endorsements aimed to appeal to older, conservative voters, focusing on economic reform and traditional values.
Celebrities reactions to Trumps victory
Jimmy Kimmel (American television host):
The talk show host teared up when talking about Donald Trump's victory on Jimmy Kimmel live.
"It was a terrible night for women, for children, for the hundreds of thousands of hard working immigrants who make this country great, for health care, for our climate, for science, for journalism, for justice, for free speech."
Halle Bailey (actress, singer) via Instagram stories:
Selena Gomez (singer, actress) via Instagram stories:
Billie Eilish (singer) via Instagram stories:
Eilish also delivered a speech before performing her song 'Your power' at her concert in Nashville, Tennessee on November 7th:
"Someone who hates women, so, so deeply is about to be the president.
"This song is for all the women out there, I love you, I support you."
Ariana Grande (singer, actress) via Instagram stories:
John Cusack (actor) via X:
Jamie Lee Curtis (actress) via Instagram:
Madonna (singer, actress) via Instagram:
Piers Morgan (television personality) via Instagram:
Sylvester Stallone: The Rocky actor introduced Trump during an America First Policy Gala in Palm Beach, Florida:
"When George Washington defended his country, he had no idea that he was going to change the world.
"Cause without him, you can imagine what the world would look like. Guess what, we got the second George Washington."
KT Hopkins (English media personality) via X:
Elon Musk (businessman and senior advisor to Trump and de facto head of head of the Department of Government Efficiency since 2025) via X:
Hulk Hogan (retired professional wrestler) via Instagram:
Russell Brand (comedian, actor): via Instagram
Caitlyn Jenner: via Instagram
Celebrities who attended Trump's inauguration
Donald Trump’s 2025 inauguration saw a surprising mix of celebrities, athletes, and business leaders in attendance. Country music stars Carrie Underwood, Billy Ray Cyrus, Kid Rock, and Jason Aldean all performed at inauguration events, along with legendary disco group Village People.
Among the Hollywood and sports figures spotted were actor Vince Vaughn, former MMA champion Conor McGregor, former boxing champion Mike Tyson, and YouTubers-turned-boxers Logan and Jake Paul. Ice hockey legend Wayne Gretzky also made an appearance.
Rapper Snoop Dogg, who had previously criticised Trump and called anyone in support of the president "racist", was seen at the event, marking a notable shift.
Influential podcaster Joe Rogan and independent presidential candidate Robert F. Kennedy Jr. were also present.
The business world was well represented, with tech moguls Jeff Bezos (Amazon), Mark Zuckerberg (Meta), Tim Cook (Apple), and Sundar Pichai (Google) taking prime seats at St. John’s Church before the inauguration.
Other high-profile attendees included media mogul Rupert Murdoch, FIFA president Gianni Infantino, and former UK Prime Minister Boris Johnson, further highlighting the event’s diverse mix of political and cultural figures.
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