The scene did not fail to surprise: in the middle of a nail salon in Detroit, the sultry rapper Cardi B, seated opposite the almost octogenarian senator Bernie Sanders, questions him about his campaign program for the Democratic nomination.
Health system or police violence, for 12 minutes, the star cooks politics. And the extracts from this singular interview, immediately shared by the former stripper on social networks, have been viewed millions of times.
Reaching audiences not spontaneously interested in politics is what candidates are looking for by showing the support of celebrities – and in the United States, where Hollywood ceremonies are often also political, many are not shy about making a big splash about their commitments.
If the other contender positioned on the left in the race, Elizabeth Warren, can boast of having rallied to her cause the world football champion Megan Rapinoe or the actress Scarlett Johansson, the socialist Bernie Sanders, 78 years, has succeeded to attract the youngest and trendiest in the jet set world.
The dean of the Democratic Battle, who dreams of preventing Donald Trump from securing a second term, struck a blow by posing with world pop star Ariana Grande (172 million Instagram followers) after a concert.
The paradox Bernie Sanders – who had already particularly seduced the young electorate in 2016 – is even assumed in a video of support of the top-model Emily Ratajkowski: “He is not a young and sexy candidate”, recognizes the “millennial “claimed. “His strength is not due to who he is, but his way of stimulating people,” she said.
Visibility and proximity
Is this accumulation of stars not yet in their thirties a strategy to compensate for the senator’s age? His team denies it, as does the idea of ”collecting” support without genuine commitment.
Cardi B, who said she was tempted by politics, “grew up in a working-class environment in New York,” said Briahna Joy Gray, press manager for the Sanders team. She who “only became famous recently” knows what she is talking about when she tackles, for example, the subject of low wages.
The interview in the nail salon, “it was her idea!” Added René Spellman, deputy campaign director, highlighting the many supporters garnered by the senator “in the world of hip hop”.
A certain protest culture, that’s first why Bernie Sanders attracts, according to the two women – including older personalities, such as directors Michael Moore or Jim Jarmusch.
But how are these supports useful? More than the concerts before each meeting – like those given this weekend by the groups Vampire Weekend and Bon Iver – or fundraising, they can especially reach different audiences.
“We need to find ways to reach audiences that are not the same as those who watch traditional media,” Briahna Joy Gray told AFP. “We want to meet people who think that politics is not for them,” added René Spellman, a former music musician.
She who is in charge of relations with celebrities explains that the support of stars also makes it possible to reach voters more intimately: “When you know who Cardi B is (…) and that you see her pushing for a candidate in particular, you understand the connection between his experience and his commitment. And that induces a real and relevant connection with your own life. “
Key to victory?
This practice of “endorsement” is not new, it “has been part of American politics for almost 100 years,” said David J. Jackson, professor of political science at Bowling Green State University. But it has grown a lot “over the past 30 years”.
“Many studies show that celebrity support influences not only people’s opinions on certain policies, but also their votes,” said the researcher. Two key criteria come into play: the star must be loved and credible on the subjects she talks about.
From there to secure victory? Nothing is less sure. In 2016, Hillary Clinton was by far the most supported candidate by American stars – from Bon Jovi to Lady Gaga – without beating Donald Trump.
But even in the event that these supporters do not bring a vote, they would remain beneficial because they “bring enthusiasm around the candidate, and attract media attention”, according to Mr. Jackson.
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