Integrated Marketing Communication: Celebrity and the American Political Process uses an integrated marketing communication perspective to examine the brand of the celebrity as it is brought into the American political system, primarily in the form of celebrity endorsements and branding, as candidates, causes, and movements use celebrities as a strategy to reach voters. Jennifer Brubaker posits that while the relationship between celebrities and political issues is hardly new, it has evolved into a significant connection—in the past, it was a novelty to see a politically active celebrity; today, it’s becoming an expectation related to fame. Using integrated marketing communication and persuasion theory, Brubaker argues that establishing candidates’ brand identity is a critical factor in determining whether they win or lose an election, and celebrity-politics relationships are a central tool in building a candidates’ brand identity. Scholars of political science, communication, marketing, and history will find this book particularly useful.

Are celebrity politics the spice of American public life or a pox on policy progress? This book identifies and measures the attributes of celebrities that make them well-equipped to win campaigns and yet poorly prepared to govern effectively. The framers of the U.S. Constitution worried about the propensity of an undereducated public to elect unqualified entertainers rather than fit characters to government positions. Celebrities have come to play an increasingly central role in the American political process as fundraisers, surrogates, and as candidates themselves, yet remain a sorely understudied topic in political science. Through a multimethod approach that includes qualitative analysis, novel public opinion surveys, and survey experiments, this book assesses whether Americans are more likely to vote for celebrities than well-known traditional politicians and the implications of these preferences for democracy in the U.S. Perfect for students, scholars, and interested citizens, Star Power looks at the contemporary American political landscape through new lenses of research as well as popular appeal.

[This book] looks at the history and contemporary role of celebrities in American politics, and the long-term implications of this trend. It examines the intersection of prominent families such as the Kennedys, Bushes, and Clinton with entertainment figures like Charlton Heston (now head of the National Rifle Association) ... Since this book examines celebrity politics in historical context as well as in the contemporary situation, it can be used as a ... supplementary reading in introduction to American Politics courses as well as classes on mass media, campaigns and elections, Congress, the presidency, parties, interest groups, and popular culture.-Pref.

Conventional wisdom holds that John F. Kennedy was the first celebrity president, in no small part because of his innate television savvy. But, as Kathryn Cramer Brownell shows, Kennedy capitalized on a tradition and style rooted in California politics and the Hollywood studio system. Since the 1920s, politicians and professional showmen have developed relationships and built organizations, institutionalizing Hollywood styles, structures, and personalities in the American political process. Brownell explores how similarities developed between the operation of a studio, planning a successful electoral campaign, and ultimately running an administration. Using their business and public relations know-how, figures such as Louis B. Mayer, Bette Davis, Jack Warner, Harry Belafonte, Ronald Reagan, and members of the Rat Pack made Hollywood connections an asset in a political world being quickly transformed by the media. Brownell takes readers behind the camera to explore the negotiations and relationships that developed between key Hollywood insiders and presidential candidates from Dwight Eisenhower to Bill Clinton, analyzing how entertainment replaced party spectacle as a strategy to raise money, win votes, and secure success for all those involved. She demonstrates how Hollywood contributed to the rise of mass-mediated politics, making the twentieth century not just the age of the political consultant but also the age of showbiz politics.

In this new book, Mark Wheeler offers the first in-depth analysis of the history, nature and global reach of celebrity politics today. Celebrity politicians and politicized celebrities have had a profound impact upon the practice of politics and the way in which it is now communicated. New forms of political participation have emerged as a result and the political classes have increasingly absorbed the values of celebrity into their own PR strategies. Celebrity activists, endorsers, humanitarians and diplomats also play a part in reconfiguring politics for a more fragmented and image-conscious public arena. In academic circles, celebrity may be viewed as a ‘manufactured product’; one fabricated by media exposure so that celebrity activists are no more than ‘bards of the powerful.’ Mark Wheeler, however, provides a more nuanced critique contending that both celebrity politicians and politicized stars should be defined by their ‘affective capacity’ to operate within the public sphere. This timely book will be a valuable resource for students of media and communication studies and political science as well as general readers keen to understand the nature and reach of contemporary celebrity culture.

From campaigning for politicians, to speaking out on political issues, to running for public office, celebrities around the world have long played an active role in politics. Their presence in the public sphere often helps them make this leap, but is the fact that we recognize their names and faces enough to make them trustworthy political figures? The diverse viewpoints in this volume explore what role celebrities should play in politics, discuss the phenomenon of making the transition from celebrity to politician, and investigate the place of contemporary media culture in this pattern.

Using a case study approach, Celebrities in American Elections contends that celebrities have the talent, fame, and resources to succeed in electoral politics. These factors account for the electoral victories of Ronald Reagan, Clint Eastwood, Fred Grandy, Sonny Bono, Jesse Ventura, Arnold Schwarzenegger, Al Franken, and Donald Trump. However, the author argues that these items are insufficient without a favorable political environment; as many celebrities have lost elections as have won them. They lose because their persona does not match the politics of their time, or they represent the minority party in a one party dominated district or state, or they advocate for unpopular policies. Among those that won, nearly half were elected by a plurality – not a majority – of voters. This does not suggest overwhelming public support for celebrity candidates despite their many advantages. With a few exceptions, celebrities that won tended to also win the fundraising battle, while celebrities that lost tended to raise less than their opponent – the normal laws of politics still apply. The celebrity factor, while helpful, does not fully explain why celebrities win or lose elections.