Journal article
Celebrity Endorsements and Their Potential to Motivate Young Voters
Mass communication & society, Vol.11(4), pp.420-436
10/16/2008
Handle:
https://hdl.handle.net/2376/103382
Abstract
Although scholars have long indicated concern regarding disaffected young voters, the 2004 presidential election tallied record turnout among this age group. This study explored how and why celebrity-endorsed, get-out-the-vote campaigns may have helped to persuade young voters aged 18 to 24 to participate in an election campaign by examining campaign influence on individual decision-making factors. During the fall semester of 2004, a convenience sample of 305 college students from introductory general education classes completed surveys assessing their political efficacy, involvement, complacency, and apathy. Findings indicated that receptivity to celebrity spokespeople predicted lower levels of complacency and higher levels of self-efficacy. Complacency had independent effects on involvement and self-efficacy. The results therefore suggest that these campaigns can potentially influence positive change in political engagement of the younger citizenry.
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Details
- Title
- Celebrity Endorsements and Their Potential to Motivate Young Voters
- Creators
- Erica Weintraub Austin - Washington State UniversityRebecca Van de Vord - Washington State UniversityBruce E Pinkleton - Washington State UniversityEvan Epstein - Washington State University
- Publication Details
- Mass communication & society, Vol.11(4), pp.420-436
- Academic Unit
- Strategic Communication, Department of; Program in Communication
- Publisher
- Taylor & Francis Group
- Identifiers
- 99900546538101842
- Language
- English
- Resource Type
- Journal article