In 1990 the sports world’s biggest star, Michael Jordan, was asked to endorse Harvey Gantt, a Black candidate challenging the incumbent North Carolina senator, noted racist Jesse Helms. As he confirmed in the 2020 docuseries “The Last Dance,” Jordan chose not to engage, famously telling teammates, “Republicans buy sneakers, too.”
Jordan might have gotten away with such neutrality then, but in the current political climate, it’s increasingly difficult for celebrities to stay on the sidelines.
Part of that has to do with social media, which wasn’t a concern when Jordan was winning championships for the Chicago Bulls. Even more, though, remaining silent today can easily be spun into tacitly backing one side or the other of a political divide that has become so toxic and polarized many perceived allies – and fans – won’t readily accept silence as an option.
Chappell Roan learned that lesson the hard way as she tried, unsuccessfully, to stay mum about her choice in the 2024 contest. That might be the first and last time the pop singer merits a comparison to former president George W. Bush. Despite pleas to join the ranks of Republicans sounding alarms, Bush has kept quiet, even as his Vice President, no less a rock-ribbed Republican than Dick Cheney, shocked the political world by endorsing Harris as a sign of the danger he sees in the prospect of Donald Trump’s return to the White House.
Simply put, the act of seeking not to offend anyone, lest it endanger one’s marketing niche, can by itself feel offensive. That has implications not only for those who stand in the spotlight but companies, talent representatives and marketers that pass through their sweeping orbits, drawing people into battles they once endeavored to avoid with mounting frequency.
Those who speak to key constituencies, like Taylor Swift and Jennifer Lopez, have faced extra pressure to take advantage of their platforms, but even those who have sought to stay above the fray have recognized this unique moment. Harrison Ford captured that in customarily taciturn style by publicly endorsing Kamala Harris, putting him back in the fight, figuratively speaking, alongside his more outspoken one-time “Star Wars” co-star Mark Hamill, among others.
While this situation appears fraught with peril, especially to those with risk-aversive natures, there’s actually some good news about the way in which the world has evolved.
For starters, in a more siloed media environment most of those apt to be upset by a certain actor, musician or athlete taking a position that contradicts theirs weren’t likely to be among their loyal constituents anyway. In an era of fragmentation, when even the most beloved movies and TV shows reach fractions of available consumers, the pressure to please “everybody” isn’t what it used to be back when major TV networks still operated in “Least Objectionable Programming” mode.
Moreover, many of the biggest stars, during this election cycle but frankly since at least Barack Obama’s election, have demonstrated they can weather wading into the political realm just fine. Granted, Taylor Swift, Beyoncé, Oprah Winfrey, Harrison Ford, Bruce Springsteen, Leonardo DiCaprio, Robert De Niro, and George Clooney might not have many mountains left to climb, professionally speaking, but their embrace of Kamala Harris’ campaign provides ample and somewhat reassuring precedent for anyone tempted to follow suit.
Even the crowd that once told the band now known as the Chicks to “Shut up and sing” (and NBA stars, similarly, to “Shut up and dribble”) seems to intuitively recognize this, however much they might fume over those stars’ political allegiances and pledge toothless boycotts. Notably, the same people embrace the punier roster of celebrities who occupy the MAGA column with open arms, never mind the cognitive dissonance involved in accepting Ted Nugent’s political acumen while dismissing his peers.
Indeed, no one is more preoccupied with such star power than Donald Trump himself, who basks in the adulation and approval of luminaries who support him and regularly lashes out at those who don’t. He dubbed Meryl Streep “overrated” during the Golden Globes in 2017 and critiqued Jimmy Kimmel’s performance as host of this year’s Academy Awards ceremony.
With emotions running so high, any public expression of one’s beliefs entails certain risks. Yet to those who would seek to stay out of that arena and above the fray, just consider how well, under admittedly different circumstances, The Washington Post and Los Angeles Times’ billionaire owners have fared by shunning endorsements to escape the ire of Trump and his loyalists.
Yes, these stars, studios and labels might marginally sacrifice a few ticket sales, downloads or (for Jordan and his heirs) sneaker purchases, but those alienated are almost surely offset, in part and perhaps entirely, by the goodwill and enhanced bonds generated among those who welcome having these big names on their side.
It’s a shame the public square has become such a nasty and treacherous zone, but the prying eyes of the modern age leave little room to hide. Because of that, those occupying the biggest stages – from the court or field to the stage and screen – have discovered what Spider-Man learned more than 60 years ago: Power brings with it responsibility. And while the historic appeal of caution is understandable, in this sort of storm, ducking and covering won’t make the winds subside any faster.
Brian Lowry is a former critic and media columnist for CNN and Variety.
(Pictured top: Taylor Swift, Harrison Ford and Chappell Roan)
Brian Lowry is a former critic and media columnist for CNN and Variety.
