alexa The Influence of Celebrity Endorsements on Young Adults’ Political Opinions
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): David J Jackson, Thomas I A Darrow

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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.

This article was published in The International Journal of Press/Politics and referenced in Journal of Mass Communication & Journalism

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