Every presidential election cycle we are faced with rhetoric, slogans, catch phrases, and endorsements. Endorsements come in any way, shape and form and from all sorts of sources, from Hollywood stars, political pundits and commentators, newspapers editorials, magazines, to other politicians. The standard, doctrinal, question is to ask about the effect of endorsements. The answer is generally difficult to interpret due to a high variety of external factors influencing the election. Generally, however, endorsements yield mixed results, sometimes marginally helping a candidate, having no effect or at times even a negative one, depending on the source. However, a more fundamental question to ask is: why do we care?

We care presumably because we trust the source, such as Oprah or another politician like John Kerry, both of whom endorsed Senator Obama this election. But there is a deeper reason than that and I believe it is because the voters simply cannot decide which candidate is better, since they all have virtually the same positions on every major issue. So the voter ends up deciding on factors such as likability index, looks, quality of speeches and rhetoric. Hillary Clinton constantly suggests that Obama is not experienced enough to lead the country in perilous times, while Obama points out that we need “change” and “hope” and having a Clinton back in the White House is none of the above. So since the voter inherently believes that those who are doing the endorsements are more qualified to render their opinions on who is a better candidate, presumably because they are of the elite class and have more insider information, they listen to them and are sometimes persuaded. So let’s see what some major endorsers had to say about their endorsed candidate:

John Kerry endorses Senator Obama:

“Who better than Barack Obama to turn a new page in American politics so that Democrat, independent and Republican alike can look to leadership that unites to find the common ground”

Barbara Streisand endorses Senator Clinton:

“Madame President of the United States…it’s an extraordinary thought. We truly are in a momentous time, where a woman’s potential has no limitations… Hillary Clinton has already proven to a generation of women that there are no limits for success. She is driven by her passion for public service and her belief in the enormous potential of our country. Smart, capable and strong in her convictions, Hillary has transcended the dictates of what is thought to be possible for our time.”

I don’t know about others, but seems to me like endorsements are just another layer of rhetoric with no substance.