"Hispanics are Republicans; They Just Don't Know it Yet": Counting and Courting the Latino Voter in the 2008 and 2012...
- ISBN-10
- 1303744511
- ISBN-13
- 9781303744518
- Category
- Advertising, Political
- Pages
- 169
- Language
- English
- Published
- 2013
- Authors
- Kirsty Callaghan, University of Wyoming. American Studies Program
Description
This thesis examines Spanish-language ads and Latino-targeted websites from the Democratic and Republican candidates in the 2008 and 2012 presidential elections, exploring the issues understood to be important to the imagined Latino voter and what their framing says about the campaigns' understanding of Latinos. The content analysis reveals that while the parties have a better sense of Latino voters' electoral concerns than they did previously, Latino-targeted campaigns remain dominated by vague, symbolic appeals. While these may be effective with some Latino voters, they reflect the offensive assumption that this electorate does not need to be courted on matters of substance. The issue, however - particularly for the Republican Party - goes far beyond such campaign material. As Latinos become a larger proportion of the electorate, the parties' actions and policies will need to reflect a deeper commitment to Latinos' concerns if they wish to remain electable.
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