Celebrification in Philippine Politics

Celebrification in Philippine Politics
Dave De Guzman Centeno (Author)

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Propaganda & Political Psychology

Celebrities, unbound by political constraints, bring new perspectives which expand the range of ideas represented in our national dialogue. “Celebrification”, or for others, “celebritification”, is a word coined by several writers to refer to a phenomenon that has been observed over the last seventy-five years: the infusion and intrusion of the celebrity factor on behavior, and on the perception by an individual of a person, an idea, or a product, as an effect of the ‘parasocial’ interaction with the personalities of popular entertainment media.

This study investigates the relationship between celebrity endorsers’ Parasocial Interaction (PSI, or the virtual relationship TV characters have with their audiences) and the public’s voting behavior during the May 2007 Philippine Senatorial Elections. This socio-political research, at the time of its conduct, aimed to: 1.) measure the parasociability (PSI) of selected celebrity endorsers, 2.) determine the publics’ voting behavior towards the endorsed candidate, 3.) determine the strength of relationship between celebrity PSI and publics’ voting behavior, 4.) draw out a statistical model that illustrates the prediction of voting behavior towards a candidate based on voter’s perceived parasociability with the celebrity endorser of the candidate, 5.) identify other factors that influence publics’ voting behavior, and 6.) describe the profile of the publics who highly rated the parasociability of each celebrity endorser. It was hypothesized that there is a positive correlation between celebrity endorsers’ parasociability (PSI) and publics’ voting behavior.

This manuscript could serve some insights on the role of celebrities in political marketing and advertising contexts. It also offers related literature on media effects, popular culture, and interpersonal communication and relationship areas of Communication Studies that involve celebrity culture.

• Rank: #465447 in eBooks
• Published on: 2014-03-05
• Released on: 2014-03-05
• Format: Kindle eBook