According to a recent report released by The Pew
Research Center titled “The Oprah Factor and Campaign 2008: Do Political Endorsements Matter?” if
anyone can tilt the public in one direction, it’s her.
“Typically, when it comes to the general public, celebrity endorsements don’t really matter all that much,”
says Carroll Doherty, an associate director at The Pew
Research Center. “That said, the Winfrey one was very
interesting because it’s not just an endorsement in
name, she’s actually doing something for Obama. She’s
lending her considerable star power for him.”
Winfrey’s appeal could be a key factor in bringing more black women into the campaign. Winfrey
was scheduled to tour with Obama throughout the
Midwest, with key campaign stops in Iowa, South
Carolina and New Hampshire.
When the Pew Center studied the “Oprah effect”
on Obama’s campaign, it found that as many people
said they would be less likely to support him because
of the endorsement as they would be to support him,
says Doherty. “But when asked if they thought the
endorsement would help his campaign, 60 percent
said yes.” But the breakdown is interesting when
examined by race and age. Twenty-eight percent
of blacks said Winfrey’s support would make them
more likely to vote for a candidate, compared with
just 12 percent of whites. But nearly half of people
younger than 29 said if she were to support a candidate, it would impact their vote choice.
“That’s a reflection of her own popularity,” says
Doherty. “They don’t want to be seen as being
influenced by anyone necessarily, but they see it maybe
impacting others. Obama’s in a very close race right
now, so any little bit would help. This is not going to
change a lot of minds, but it may change just enough.”
Doherty simply doesn’t believe celebrity endorsements swing the pendulum much in one direction
or the other. In 2004, for example, music star Bruce
Springsteen instigated a series of Vote for Change
concerts supporting Democratic presidential nominee Sen. John Kerry. The nationwide events featured
prominent artists, including Kanye West, the Dixie
Chicks and Pearl Jam.
This endorsement could be different. “This is an
interesting test. Winfrey is very popular across the
board, more with women than men, a little more with
African Americans than with whites. Obama is in a
very close race right now, so any little bit would help.
This may not change a lot of minds,” says Doherty,
“but it may change just enough.”
LIST OF SIGNIFICANT
CELEBRITY ENDORSERS
SEN. BARACK OBAMA ENDORSEMENTS
Oprah Winfrey, talk-show host
John Legend, singer
Prof. Charles Olgetree, Harvard Law
Prof. Cornell West, Princeton University
Eric Michael Dyson, author
Alice Walker, author
Susan Taylor, former Essence editor
Rev. Dr. Joseph Lowery, cofounder, Southern
Christian Leadership Conference
Alfre Woodard, actress
Angela Basset, actress
Forrest Whitaker, actor
Lou Gossett Jr., actor
Stevie Wonder, singer
Usher Raymond III, singer
Kanye West, singer
Halle Berry, actress
Smokey Robinson, singer
Sheryl Lee Ralph, actress
Grant Hill, former NBA player
Dominique Dawes, Olympic gold-medal winner
Lenny Wilkins, former NBA coach
Charles Barkley, former NBA player
Randall Robinson, author and activist, founder of
TransAfrica
Sheila Johnson, first black-female billionaire,
cofounder of BET
Ann Fudge, former CEO, Young & Rubicam
Jonathan Rodgers, CEO, TV-ONE
John W. Rogers Jr., chairman and CEO, Ariel Capital
SEN. HILLARY CLINTON ENDORSEMENTS
Barbra Streisand, entertainer
Willie A. Gary, attorney
Rev. William H. “Bill” Gray, former CEO of United
Negro College Fund
Bob Johnson, former BET founder and owner of the
Charlotte Bobcats
Magic Johnson, former NBA player
Quincy Jones, entertainer/music executive/producer
Clarence Avant, music executive
Berry Gordy, former Motown founder
Victoria Rowell, actress and author
Maya Angelou, poet
Mary Wilson, singer
Source: EbonyJet.com
