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The Political Premium of Television Celebrity

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  • Heyu Xiong

Abstract

This paper studies the electoral consequences of television stardom through the career of Ronald Reagan. I utilize quasi-experimental variation in television reception to estimate the causal effect of celebrity exposure on political support. I find that Reagan's tenure as the host of a 1950s entertainment television program translated into support for his candidacy, in terms of votes and political donations, nearly two decades after the show's first airing. Placebo checks suggest that this impact is not driven by unobserved heterogeneity or omitted variable bias. The effect was especially pronounced in the 1976 Republican primary elections relative to the general presidential elections and partially dissipated in locations where Reagan was a known political entity. Using the American National Election Studies (ANES) surveys, I provide evidence on possible mechanisms. Consistent with rational updating, nonpolitical media increased voters' assessment of Reagan's character and leadership, personalizing political considerations in elections featuring him.

Suggested Citation

  • Heyu Xiong, 2021. "The Political Premium of Television Celebrity," American Economic Journal: Applied Economics, American Economic Association, vol. 13(4), pages 1-33, October.
    • Handle: RePEc:aea:aejapp:v:13:y:2021:i:4:p:1-33
    DOI: 10.1257/app.20190147
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    Cited by:

    1. Cao, Andy & Lindo, Jason M. & Zhong, Jiee, 2023. "Can social media rhetoric incite hate incidents? Evidence from Trump's “Chinese Virus” tweets," Journal of Urban Economics, Elsevier, vol. 137(C).
    2. Alexander Cardazzi & Joshua C. Martin & Zachary Rodriguez, 2023. "Information shocks and celebrity exposure: The effect of “Magic” Johnson on AIDS diagnoses and mortality in the U.S," Health Economics, John Wiley & Sons, Ltd., vol. 32(9), pages 2047-2079, September.

    More about this item

    JEL classification:

    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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