From Entertainment to Engagement? Entertainment Figures' Political Messaging and Audience Responses in the Digital Age

How frequently do prominent entertainment figures – traditional celebrities and influencers – address political issues in online spaces, and how well do such mentions resonate with their audiences? While the capacity of these figures to sway political opinions and preferences is acknowledged, there is a scarcity of empirical studies examining the breadth of their political involvement. Through the analysis of an original dataset comprising Instagram posts by notable entertainment figures from January 2020 to December 2023, this study is among the first to quantify the prevalence and thematic focus of their political expressions. It reveals that references to political issues are sporadic but consistent over time, covering a broad spectrum of subjects. Count-model regression analyses show that political content generally generates less engagement from followers. However, influencers can effectively use positive and negative sentiments to boost the audience’s engagement with political posts. Moreover, the current public salience of policy issues does not consistently affect resonance in online spaces. These findings hint at the potential of particularly influencers in proliferating political information and shaping political communication, especially in segments of the population that are politically disengaged.