Celebrities can have huge influence and reach enormous audiences. That's why Kamala Harris was happy to recently gain the endorsement of musician Taylor Swift.
Authors
Carl Senior
Reader in Behavioural Sciences, Aston University
Erik P. Bucy
Regents Professor of Strategic Communication, Texas Tech University, Texas Tech University
Nick Lee
Professor of Marketing, Warwick Business School, University of Warwick
Due to their media attention and massive fan bases, some Hollywood stars and musicians can appear more powerful than traditional politicians. And these perceptions of influence may also translate into actual impact.
Indeed, some celebrities have taken up causes, using their fame to overtly push for change (for instance, Bob Geldof and Princess Diana). Others endorse politicians, or successfully run for office themselves (for instance, Arnold Schwarzenegger and Ronald Reagan).
While it may seem like celebrities who pivot to politics are able to trade on their pre-existing notoriety, few celebrities are well known beyond their fan bases and many people would expect them to lack the gravitas of world leaders.
However, results of our recent exploratory study conducted in the UK shows that at least one celebrity, Dwayne "The Rock" Johnson, stands out. He achieved public recognition, leadership and trust ratings as high as the most well-known politicians.
Indeed, our study found that The Rock's recognition was on par with the Nobel prize-winning, two-term US president Barack Obama. He was also considered more trustworthy than many politicians.
In the study, we invited 251 participants to evaluate the faces of 40 seasoned politicians and celebrities to assess their leadership potential and perceived personality traits.
Only six of the faces had close to universal recognition. Former US presidents Barack Obama and Donald Trump, former UK prime minister Boris Johnson and Dwayne "The Rock" Johnson scored 90% or above. By contrast, US president Joe Biden and Russian president Vladimir Putin were each recognised by 80%.
Interestingly, The Rock was also judged to be more considerate, competent, credible, intelligent and trustworthy than most politicians.
When asked to indicate how strongly participants felt about each figure's leadership potential, the results were surprising. Biden scored 64%, higher than Putin's 56%, which was in turn higher than Trump and Boris Johnson who both received 42%.
But a much larger percentage, 72%, rated The Rock as a strong leader, only bettered by Obama's score of 87%. In our statistical models, two key personality traits, competency and credibility, predicted The Rock's perceived potential as a national leader.
The Rock's fame, stemming from his wrestling career persona, television presence, and Hollywood stardom, seem to demonstrate the impact of a well-maintained media image. His expertise in wrestling's "kayfabe" style of performance (a dramatic wrestling style that is presented as genuine) has greatly boosted his public persona as an authentic "nice guy".
This early experience, and a strong screen presence, is likely to have contributed to leadership scores similar to Obama. Here it seems that The Rock's heavily cultivated media personality has translated into perceptions of effective leadership.
This idea connects with the theory of mediated authenticity , which suggests that positive perceptions arise when audiences view media figures in a favourable light. The Rock's wrestling persona has allowed him to build a connection to his fans and he seems to have developed this further with his Hollywood roles.
What can Trump and Harris learn?
Politicians must also connect with the public. Boris Johnson, for example, did well in the 2019 UK election because he knew how to connect and leveraged this ability to his advantage.
However, leaders also need to be seen as knowledgeable and trustworthy to make an enduring positive difference.
Some theorists of power argue that social influence derives from being well-liked, not just being famous. Of course, The Rock is famous for his nice guy image, along with his movie catalogue and perpetually perfect physique. His perceived leadership potential could come from being both popular and seen as a good role model.
The Rock's potential has been spotted by political parties. He describes himself as an independent and back in 2023 he revealed that he had been approached by multiple political parties about possibly running for office.
Can you be a 'nice' populist?
The last few years has seen the rise of numerous political leaders around the world, who have been labelled with the term "populist". Leading figures on this list include Trump, India's prime minister Narendra Modi, former Brazilian president Jair Bolsonaro and Boris Johnson. However, these leaders tend not to be highly trusted.
The erosion of trust in politicians and political systems is a significant issue that can lead to decreased engagement with the democratic process, regardless of political level. This ultimately results in a civic structure that fails to represent the people it is meant to serve.
With the US presidential election just weeks away, and still virtually tied, political strategists for both of the major parties must confront a key question: how much trust does each candidate have from the public?
Like it or not, The Rock's wrestling persona relied on building a genuine connection with fans through his kayfabe-style performance, and his friendly image. The careful cultivation of this has given him enduring popularity and, as an unintended consequence of that performance, leadership appeal on the national stage.
When you are perceived as being a genuinely nice leader, our early research suggests, trust will follow. Something that more politicians clearly need to understand.
The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.
