By Marisa Abrajano
Presuming powerful dating exists among one's id and political habit, American politicians have lengthy distinct immigrant and ethnic groups in keeping with their shared ethnic or racial identification. yet to what volume do political crusade messages effect electorate' real judgements and behaviors?This new e-book is among the first to check and evaluate the crusade efforts used to focus on Latinos with these directed on the remainder of the voters. particularly, it makes a speciality of televised Spanish and English-language ads constructed for the 2000 and 2004 presidential elections, in addition to for dozens of congressional and statewide contests from 2000–2004. writer Marisa Abrajano's learn unearths publicity to those televised political advertisements certainly affects even if Latinos prove to vote and, if that is so, for whom they vote. however the influence of those ads messages isn't really uniform around the Latino voters. Abrajano explores the actual elements that have an effect on Latinos' receptivity to political advertisements and gives key findings for these attracted to figuring out how you can mobilize this serious swing team in American politics.
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Extra info for Campaigning to the New American Electorate: Advertising to Latino Voters
Bloemraad (2006) defines political incorporation as “the process of becoming a part of mainstream [of the receiving country’s] political debates, 28 Chapter 2 practices, and decision-making” (6). Thus, we can see how political incorporation is closely linked to political knowledge. If Latinos are new to the political process, then they are likely to possess less information about political matters than are those who are more fully incorporated into America’s political system. There is some evidence that campaign practitioners also take into account an immigrant’s level of acculturation.
13 These examples echo the same themes used in the Spanish-language ads from the 2000 presidential election—with the exception of immigration reform, no mention was made of Kerry’s policy positions. Even though Kerry mentions immigration reform in the “Culture” ad, there is no detailed explanation of exactly how Kerry would change the current system or of how he plans to reunite immigrant families. Consistent with the Spanish-language ads discussed thus far, Kerry’s Spanish-language ads reached out to Latinos based on shared cultural or ethnic traits between himself and this community—a similar faith (Kerry is Catholic), military service, and the belief that all Latinos care about the immigration issue.
But, somewhat surprisingly, the campaign spent less 36 Chapter 3 than $1 million broadcasting these ads (Segal 2003, 7). The explanation for this low figure was attributed to the well-accepted belief at the time that Latinos were already strong Democratic voters who were unlikely to defect and vote for Bush. 8 percentage points. 2 percent of the Latino vote going to Dukakis. Part of Bush’s re-election campaign in 1992 involved targeting the Latino electorate. His challenger in the general election, Bill Clinton, also recognized the importance of the Latino vote.