From Beyoncé to brat summer, celeb endorsements and viral moments didn’t matter much in this U.S. election

In the aftermath of the U.S. election, Slate writer Scaachi Koul reflects on the impact of pop culture moments on the campaign. While some buzzy moments, such as Charli XCX’s post calling Kamala Harris a “brat,” may have generated attention, Koul believes they ultimately did not sway the results. In a conversation with CBC’s Commotion, she notes that endorsements from celebrities like Taylor Swift, Elon Musk, Joe Rogan, and Beyoncé may have had an influence, but it is still too early to determine their full impact.

Culture critic Pablo The Don adds to the discussion by highlighting the power of authenticity in today’s social media landscape. They suggest that individuals with consistent viral tweets on Twitter may have more influence than even major celebrities like Beyoncé. This shift towards genuine, relatable content may have played a role in shaping voter sentiment during the election.

Columbia University political science professor Donald Green weighs in on the effectiveness of social media in mobilizing voters. He distinguishes between influencer endorsements and friend-to-friend communication, noting that the latter tends to be more impactful. Green suggests that social media advertising, particularly from celebrities, may not be as effective in motivating people to vote as personal connections within social networks.

Green points out that the demographic of social media users skews younger, a group that could have potentially boosted support for Harris. However, he observes that the election outcome was more influenced by broader economic and societal factors rather than specific cultural endorsements.

Wael Jabr, an assistant professor at Pennsylvania State University, underscores the importance of repeated exposure to a message in influencing behavior. Campaigns value social media influencers for their ability to amplify messages and reach a wider audience. Elon Musk, a prominent figure with a large following, may have had a significant impact on shaping online conversations during the election.

As the information ecosystem continues to evolve, Green emphasizes the role of social media in reinforcing existing beliefs and support systems. The personalized content that social media platforms deliver to users based on their preferences and engagement may have contributed to the unwavering loyalty of Trump’s supporters.

Overall, the U.S. election has highlighted the changing dynamics of social media influence and the power of authentic, relatable content in shaping public opinion. While celebrity endorsements and cultural moments may generate buzz, the true impact of these influences on voter behavior remains a complex and evolving phenomenon in the digital age.