The Age of Glamour Politics (Week 13 Pre- class blog)

Hollywood style diplomacy could quite possibly define our generation’s international persona. The culmination of this trend is President Trump’s surprising election, placing a celebrity business mogul into the nation’s top diplomatic position. High profile activism is by no means new. Susan Sarandon, Audrey Hepburn, and Jane Fonda were doing this, arguably, before it was cool. The difference between celebrity activists then and now however is the increasingly smaller divide between public authority and popular culture and the entrance of the celebrity into official politics. I argue that the day when politicians hold greater sway in international issues and likewise domestic policy is coming to an end. I predict that in the coming elections we will see celebrities overwhelming elections with their well-established fan bases and popular appeal. This can be colloquially considered the age of glamour politics in which debates turn into reality TV and public policy revolves around large egos.

So what has changed? In the 70s Jane Fonda received strong rebukes for her ventures into social activism. She was often demonized as an extremist celebrity, out of touch with the everyday American. While celebrities in decades past often spoke out against human rights abuses or popular issues, they rarely ventured deep into the world of politics. The first was ironically Ronald Reagan, supported by the same base which discredited Fonda’s activism by her celebrity lifestyle. One of the greatest changes is the continual merge of political sphere with the world of pop culture by means of the global sphere. In essence the two worlds of pop culture and politics share the same highway to success. They must properly engage the global sphere in order to remain relevant and receive greater results. Technology has not only made this easier, it has made it mandatory.

Domestic politics must satisfy global demands because constituencies are more aware of global benefits. Issues such as environmental stewardship, women’s rights, and free trade have solidified themselves as global values and therefore domestic politicians are pressured to adopt like-minded policies. Pop culture also utilizes the public global sphere to advance material gains. Companies such as Netflix utilize global means to increase subscriptions. A noticeable shift in televisual productions on this platform now feature foreign-based films such as Casa del Papel, a Spanish-based series which received strong viewership in the US and abroad.

So where is the overlap for celebrities to mingle in the political sphere? As demonstrated above, the two worlds share the same avenue for success. Celebrities are now catapulted even further into the global mindset and we should not forget that they too have constituents, or fans, whose demands they must satisfy. Consumers of pop culture have shifted from wanting their celebrity favorites to remain distanced from politics like in the mid-20th century, to now wanting them to speak out on key issues and mimic consumers’ political will. A celebrity who remains silent on particular issues runs the risk of being seen as detached. Taylor Swift is often criticized for her unwillingness to weigh in heavily on particular issues for fear of alienating her broad fan base.

So now celebrities are encouraged to enter the political sphere and the forms to do so are various. Endless charities and events are set-up and high profile speakers attend the most important social rallies. But celebrities running for office until recently was still the taboo left uncovered. Ronald Reagan was the start, Arnold Schwarzenegger the curious anomaly, and now Donald Trump is becoming the model. Celebrities have already built up a constituency that they can easily transfer to the political world. Unlike Senators, governors, and other popular favorites for elections, they have little political ill will to their names and can use former policy blunders against traditional opponents. Name recognition itself is often considered among the most important features of an electoral success of which celebrities have an abundance.

We have not seen the last of celebrity political races. Cynthia Nixon in New York’s run for Congresswoman, and possible presidential runs by Dwayne Johnson, Mark Schultz, and Bob Iger prove that the celebrity model to politics offers the lures of success. Celebrity politicians may become even more competitive against traditional political elites due to the popular perception of political elites being disloyal to constituents and a part of the “swamp” of Washington bureaucracy. Celebrities are masters at dramatic moments which catch attention and satisfy the American fascination with drama. This trend is likely to continue until sufficient evidence can discredit it in the eyes of the American people. More specifically, once populism begins to fade, I believe we may see a return of the traditional politician, but for now we are in the age of glamour politics.