Corpus ID: 18992721

The Role of Celebrity Endorsements in Politics : Oprah , Obama , and the 2008 Democratic Primary

@inproceedings{Garthwaite2008TheRO,
  title={The Role of Celebrity Endorsements in Politics : Oprah , Obama , and the 2008 Democratic Primary},
  author={Craig L. Garthwaite},
  year={2008}
}
Identifying the effects of political endorsements has historically been difficult. Before the 2008 Democratic Presidential Primary, Barack Obama was endorsed by Oprah Winfrey. We assess the endorsement’s impact using subscriptions to O! – The Oprah Magazine and the sales of books Winfrey has recommended as measures of her influence. We find it had a positive effect on the votes and financial contributions Obama received, and on voter participation. No connection is found between the measures of… Expand
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