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Vota por tu futuro: Partisan Mobilization of Latino Voters in the 2000 Presidential Election
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Abstract
Figures from the 2000 Census indicate that Latinos are now the largest minority group in the United States. With population projections showing a continued growth in the Latino population over the next 50 years, the major parties are making a push at appealing to this growing segment of the electorate. Given that the preferences of the Latino population do not necessarily fit neatly on the liberal-conservative dimension that the two parties occupy, both parties are trying to woo potential Latino voters. There were over 3000 political advertisements aired in Spanish that were sponsored by the Gore and Bush campaigns in the 2000 presidential election. In addition, there were ads in English that also were targeted to the Latino community. In this paper, we first examine how the political parties attempted to appeal to the Latino population in the 2000 election. We address such questions as whether the ads focused on issues or character, whether they were positive or negative in tone, and whether the political parties were using a short-term or long-term strategy in the placement of the advertisements. We then turn to the question of whether or not these advertisements had an effect on Latino voters. In particular, we test whether exposure to political advertisements increased the likelihood of turnout, and whether the effect varied based on the type of target, the sponsor, tone, and content of the ads.
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| | Authors: Merolla, Jennifer. |
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2
Abstract
Figures from the 2000 Census indicate that Latinos are now the largest minority group in the
United States. With population projections showing a continued growth in the Latino population
over the next 50 years, the major parties are making a push at appealing to this growing segment
of the electorate. Given that the preferences of the Latino population do not necessarily fit neatly
on the liberal-conservative dimension that the two parties occupy, both parties are trying to woo
potential Latino voters. There were over 3000 political advertisements aired in Spanish that
were sponsored by the Gore and Bush campaigns in the 2000 presidential election. In addition,
there were ads in English that also were targeted to the Latino community. In this paper, we first
examine how the political parties attempted to appeal to the Latino population in the 2000
election. We address such questions as whether the ads focused on issues or character, whether
they were positive or negative in tone, and whether the political parties were using a short-term
or long-term strategy in the placement of the advertisements. We then turn to the question of
whether or not these advertisements had an effect on Latino voters. In particular, we test
whether exposure to political advertisements increased the likelihood of turnout, and whether the
effect varied based on the type of target, the sponsor, tone, and content of the ads.
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