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American voters consume an astounding amount of entertainment media, yet its political consequences are often neglected. We argue that this ostensibly apolitical content can create unique opportunities for politicians to build parasocial ties with voters. We study this question in the context of Donald Trump’s unconventional political trajectory and investigate the electoral consequences of The Apprentice. Using an array of data—content analysis, surveys, Twitter data, open-ended answers—we investigate how this TV program helped Trump brand himself as a competent leader and foster viewers’ trust in him. Exploiting the geographic variation in NBC channel inertia, we find that exposure to The Apprentice increased Donald Trump’s electoral performance in the 2016 Republican primary. We discuss the implications of these findings in light of the rise of nonconventional politicians in this golden age of entertainment.
Kim et al. (2024) studied this question.