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The Harvard International Journal of Press/Politics
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The Influence of Celebrity Endorsements on Young Adults’ Political Opinions

David J. Jackson

Department of Political Science at Bowling Green State University in Ohio, jacksod{at}bgsu.edu

Thomas I. A. Darrow

Bowling Green State University, Texas A&M University, tdarrow{at}bgsu.edu

This research contributes to our understanding of the increasing mixture of entertainment and politics by examining the impact of the political statements made by celebrities on the opinions of Anglophone Canadian youth. A recent survey of young Canadians enrolled in first-year university political science courses indicates young people’s level of agreement with certain political statements is increased by the endorsement of these positions by Canadian celebrities from the realms of popular music and sports. These results suggest that celebrity endorsements make unpopular statements more palatable, while increasing the level of agreement with already popular opinions.

Key Words: public opinion • entertainment and politics • celebrities and politics • youth politics • socialization

The Harvard International Journal of Press/Politics, Vol. 10, No. 3, 80-98 (2005)
DOI: 10.1177/1081180X05279278
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