Quote Originally Posted by Sasaki Kojiro View Post
By making people grimace when they read descriptions of how savvy it's celebrity endorsements are?
It is the same as raising awareness of an issue - once the idea is out there, it is a part of the civic discourse and thus enters the public consciousness. Whether anything is done in a strictly beaurocratic sense is another question, but it will certainly change society in the sense of changing the way that people think about the world and issues. That, in turn, is what drives the more significant social changes in the long term. Celebrity endorsements of things are stupid and no one really goes along with them, but if you look at Lady Gaga, for instance, who focussed the public consciousness towards issues of gay rights (for whatever reason), that does have an effect on discourse.