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Turning Celebrity Capital into Political Influence: Lessons from
Unformatted Document Text:  Abstract The purpose of this study was to explore the relationship between celebrity status and political influence through a study of the California recall election. Arnold Schwarzenegger’s convincing victory cannot be fully explained without considering the power of his celebrity status. A survey questionnaire was posted on the Internet four days before the election. A total of 460 respondents voluntarily completed the survey, which assessed their involvement with Schwarzenegger through parasocial interaction and identification and their intention to vote for him. Research results indicate that those who were more involved with Schwarzenegger were more likely to support his candidacy. Although most of the respondents in the study were not Schwarzenegger fans and exhibited negative attitudes towards him, they still acknowledged his political influence and wanted to know more about his political beliefs. Implications of Schwarzenegger’s victory for political communication are discussed.

Authors: Brown, William. and Fraser, Benson.
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Abstract
The purpose of this study was to explore the relationship between celebrity status
and political influence through a study of the California recall election. Arnold
Schwarzenegger’s convincing victory cannot be fully explained without considering the
power of his celebrity status. A survey questionnaire was posted on the Internet four days
before the election. A total of 460 respondents voluntarily completed the survey, which
assessed their involvement with Schwarzenegger through parasocial interaction and
identification and their intention to vote for him. Research results indicate that those who
were more involved with Schwarzenegger were more likely to support his candidacy.
Although most of the respondents in the study were not Schwarzenegger fans and exhibited
negative attitudes towards him, they still acknowledged his political influence and wanted
to know more about his political beliefs. Implications of Schwarzenegger’s victory for
political communication are discussed.


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