The Taylor Swift effect is small but may just swing it for Kamala Harris | Richard T Longoria

Singer's backing could sway undecided voters in key states, but Tay Tay should beware - political endorsement can backfire

Will Taylor Swift's recent endorsement of Kamala Harris affect the US presidential election? It certainly can. I've been a researcher of celebrity involvement in American politics for several years. The research shows that for most American voters a celebrity endorsement won't make a difference. Voters have strong partisan allegiances and very few Americans are in the undecided category. Recent polling from YouGov suggest that about 5% of Americans are undecided between Trump and Harris. However, these 5% can be the difference between winning and losing. The same YouGov poll shows Trump and Harris tied at 45% each.

The research I have seen suggests that about 11% of US adults can be persuaded by a celebrity endorsement and about 19% of young adults say the same. The impact of a celebrity endorsement is strongest among irregular or new voters. People that are newly interested in political issues or those who are typically preoccupied by other concerns, such as celebrity gossip, are the people for whom Swift's influence could matter. At this point both Trump and Harris are trying to attract the marginal undecided voters, while simultaneously energising their core supporters.

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