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Campaign Advertising, Issue Environments, and Latino Political Behavior in 2004 House Elections
Unformatted Document Text:  3 how the immigration advertising environment may have activated higher levels of Latino political engagement, describe the data and method, and present and discuss the results. Finally, I offer some thoughts for how better data and model specification might provide a more complete test of the hypotheses, and outline a strategy for future work. Literature and Hypotheses The question this paper seeks to address – whether Latino citizens and non-citizens engage with the political system in a different manner in issue environments where immigration is more salient – lies at the intersection of several literatures within political science. Most clearly, it addresses the Latino participation literature, which has grown in both breadth and sophistication as the U.S. Latino population has also grown rapidly in the past two decades. Secondly, the hypotheses are informed by the campaign advertising literature; this literature is dominated by the debate over whether negative advertisements mobilize or demobilize, but speaks also to questions of whether campaigns can create an information environment that influences the behavior of voters and non-voters alike. Within these two literatures, two studies in particular are relevant to my theoretical expectations: Pantoja, et al.’s (2001) work on Latino immigrant naturalization within a particular issue environment, and Hutchings’ (2003) research on issue publics, issue environments, and political engagement. The first body of research that this paper speaks to is the literature on campaigns, campaign advertising, and political behavior. With the enormous sums of money devoted to television campaign advertising, research into the effectiveness of this type of political communication is well-warranted. The most prominent debate within this literature remains the theoretical and empirical debate over negative advertising. Some work has focused on the

Authors: Keane, Michael.
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how the immigration advertising environment may have activated higher levels of Latino
political engagement, describe the data and method, and present and discuss the results. Finally,
I offer some thoughts for how better data and model specification might provide a more
complete test of the hypotheses, and outline a strategy for future work.
Literature and Hypotheses
The question this paper seeks to address – whether Latino citizens and non-citizens
engage with the political system in a different manner in issue environments where immigration
is more salient – lies at the intersection of several literatures within political science. Most
clearly, it addresses the Latino participation literature, which has grown in both breadth and
sophistication as the U.S. Latino population has also grown rapidly in the past two decades.
Secondly, the hypotheses are informed by the campaign advertising literature; this literature is
dominated by the debate over whether negative advertisements mobilize or demobilize, but
speaks also to questions of whether campaigns can create an information environment that
influences the behavior of voters and non-voters alike. Within these two literatures, two studies
in particular are relevant to my theoretical expectations: Pantoja, et al.’s (2001) work on Latino
immigrant naturalization within a particular issue environment, and Hutchings’ (2003) research
on issue publics, issue environments, and political engagement.
The first body of research that this paper speaks to is the literature on campaigns,
campaign advertising, and political behavior. With the enormous sums of money devoted to
television campaign advertising, research into the effectiveness of this type of political
communication is well-warranted. The most prominent debate within this literature remains the
theoretical and empirical debate over negative advertising. Some work has focused on the


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