Political campaigns need to ditch the celebrities as a communications tool
Celebrity endorsements are not private individuals making their opinion public. Those endorsements are being used by political parties in their election communication materials, putting them front and centre in a high stakes contest.
Political parties are amplifying the voices of the rich and famous in an attempt to win votes, which prompts the question whether they are also using their communications to promote the voices of people that voters would be able to identify with.
One piece of evidence that suggests that voters are more convinced by ordinary people who are like them is that correlation between a candidate being local and how well they do in a general election.
But there is no evidence to suggest that current practice of spending money on creating and promoting endorsements of celebrities backing the party does anything to win over swing voters.