PREDICTORS OF VOTE CHOICE

- Globally, there are highly sophisticated models that focus on conditions and

elaborate predictions of associations between voter characteristics and vote choice.

The assumption is that voters try to make the basis for their decision as simple as

possible, depending on a variety of heuristic cues in selecting their candidate of

choice (e.g. , Fiske & Taylor, 1991; Lupia, 1994; Mondack & Huckfeldt, 2006).

- (Belanger & Meguid, 2008

CELEBRITY IN POLITICS AND CELEBRITIES IN POLITICS

- That the more

prominent role of media in politics leads to a “dumbing down” of electoral decisionmaking

has been argued for some time (Marsh, t’Hart, & Tindall, 2010; Van Zoonen,

2006). Meyer and Gamson (1995; McKernan, 2011) believe that having celebrities

in politics highlights a more personal and dramatic style of public discourse.

- There are broad classif ications of celebrity in politics, one simple example being

that of Street’s (2004). First are politicians who become celebrities by engaging

popular culture to promote their existing political functions and goals. Second are

celebrities who turn politicians, those whose main profession is entertainment and

who use their celebrity status to influence the political realm through issue or

candidate advocacies, claiming “the right to represent people and causes” (Street,

2004, p.439) without necessarily seeking elected off ice.

- Zwarun and Torrey (2011) argue that voting for celebrities is likely a result of
peripheral processing. This mechanism is part of the elaboration likelihood model (ELM),
(Petty & Cacioppo, 1986) which outlines two forms of information processing, central
and peripheral.

- In peripheral processing people rely more on heuristics or shortcuts

when making opinions and decisions, such as the attractiveness of a speaker in a
message, or the production value of a television advertisement. Additionally, when
it comes to thinking (labeled cognitive misers, e.g. , Lang, 2000), so given a chance
they would take the easier route to processing
 - In this paper we are able to test the effects of correlates of voter choice for
celebrities. The direction of influence hypothesized between these factors and the
likelihood of celebrity preference for vote choice is based on findings in the research
literature reviewed above.

HYPOTHESES

The literature on celebrity in politics and the influence of factors such as education
on voter choice suggests that citizens’ propensity to select entertainment
personalities for elected public office would be associated with their levels of
formal education and socio-economic class such that those who are less educated
and have lower income would be more likely to vote for celebrities. In turn, variables
such as access to political information, which for the vast majority of citizens is
through television news, is hypothesized as related to vote choice. The following
hypotheses will be tested:

H1: Those with more years of education will be less likely to vote for celebrities.
H2: Those with higher economic status will be less likely to vote for celebrities.
H3: Those living in the capital city (National Capital Region or NCR) will be less
likely to vote for celebrities.
METHOD

The survey included 1,500 respondents of only those ages 17-45 because of an
interest in examining how well a particular candidate would do among the young.

That is, even with theoretically

the same amount of news consumption, a more highly educated citizen will be
better able to understand the broad implications of any given political position
than someone with little education.