Trust, fame, and celebrity politics: audience perception and celebrity credibility in political discourse

Social media has become a prominent platform for political discourse, with celebrity endorsements playing a crucial role in political communication. Both significantly influence political campaigns and public opinion on political issues. A key factor in this impact is how a celebrity’s political message is perceived by their audience. This research explores whether a celebrity’s political speech affects how their audience perceives the use of their celebrity status and their place in political conversations. The study employs an experimental design, utilising the theoretical framework of source characteristics to examine individuals’ attitudes towards political information shared by celebrities. The findings reveal that when a celebrity’s political message conflicts with an individual’s views, the celebrity is perceived as having lower credibility, with audiences often believing that the celebrity should ‘stick to what they [celebrities] know’ best – entertainment and not politics. Conversely, when a celebrity’s political stance aligns with an individual’s views, they are more welcomed to discuss politics. Additionally, the study examines parasocial relationships, finding that stronger parasocial connections enhance the perceived credibility of the celebrity. This research underscores the complex dynamics between celebrity influence, audience perception, and political communication.