Some celebrities have shifted from selling perfume and clothing to selling politicians. With the popularity of political videos on YouTube.com and television shows, such as “Saturday Night Live,” the 2008 presidential candidates’ use of the entertainment industry has become prominent in this year’s presidential race. “Public officers must find where the voters are,” Bob Mann, political communication professor, said. “Naturally, they are watching programs other than news, such as entertainment.” Drew Prestridge, political science and mass communication junior, is researching the presidential election for his Foundations of Media Research class and said candidates are using the entertainment industry this election more than ever because they can no longer rely on traditional methods. Monica Postelnicu, mass communication professor, said celebrity endorsements are affecting viewers. Many people perceive celebrities as credible sources according to her research “Even if people are not interested in the election and are rather interested in the entertainment value, the messages still have an effect on people’s political perceptions and attitudes,” she said. Celebrity endorsements do have an impact because they are by entertainers people know and admire, Mann said. Gov. Mike Huckabee’s, R-Ark., advertisement, which featured Chuck Norris, definitely got people’s attention, said Felicia Song, mass communication professor. It has received more than a million hits, according to YouTube. The Black Eyed Peas frontman Will.i.am’s music video “Yes We Can,” which features celebrities such as Scarlett Johansson and John Legend chanting the words of Sen. Barack Obama, D-Ill., is just one of the many examples of celebrity endorsements. It has received more than ten million hits on YouTube. The video, which Obama’s campaign quickly posted to its Web site, is powerful because it was made by somebody outside of Obama’s staff, Song said. Will.i.am recently released another ode to Obama entitled “We Are the Ones.” And Twisted Sister guitarist Jay Jay French re-recorded the band’s famous hit “I Wanna Rock” to “I Want Barack.” The other candidates have inspired videos as well. “Yes We Can” inspired the spoof song “john.he.is,” which mocks John McCain’s stance on the Iraq War. Rob Reiner produced a video montage of Jack Nicholson movie clips to endorse Sen. Hillary Clinton’s, D-N.Y., campaign. But Reiner’s video has not received as many hits as Will.i.am’s videos, according to YouTube. It is not as hip and trendy as Obama’s video, Mann said. The other candidates’ videos do not appeal to younger audiences like Obama’s videos do, he said. “Celebrity endorsements add octane to the gas that is already fueling Obama’s message,” Mann said. Television shows, such as “SNL,” “The Daily Show with Jon Stewart” and “The Colbert Report,” are also effective tools, Mann said. These shows are the only gateways into the political world for some people, he said. Although these types of shows have been around for several years, politicians have only recently learned how to use these shows to their advantage, Mann said. “These shows may be the thing that is igniting interest in young people and confirming their decision that is validated by peers,” Mann said. “People can identify with celebrities.” Prestridge said the fact the candidates can laugh at themselves helps them connect with people and is an effective way to gain votes. “They are coming off their pedestals as high and mighty politicians and becoming more like human beings,” he said. The SNL episode that featured cast members Amy Poehler as Clinton and Fred Armisen as Obama was the season’s most watched episode with 7.5 million viewers, according to Entertainment Weekly. Soon after the “SNL” episode aired, Clinton won the states of Texas, Ohio and Rhode Island, which could be partially accredited to the “SNL” skit, Mann said. “SNL’s” skit laid it out there so vividly,” he said. “Clinton quickly picked it up and referred to it in a debate and that made it news.” Celebrities are powerful, but only to a certain extent, Song said. “They may not influence who a voter pushes the button for, but it definitely brings attention to particular candidates they may not have had before,” she said.
—-Contact Drew Belle Zerby at [email protected]