As the voting public continues to diversify across the United
States, political candidates, and particularly white candidates,
increasingly recognize the importance of making appeals to voters
who do not look like themselves. As history has shown, this has
been accomplished with varying degrees of success. During the 2016
election, for example, both Hillary Clinton and Bernie Sanders
campaigned vociferously among Latino voters in Nevada's early
primary, where nineteen percent of the Democratic caucus consisted
of Latinos. Clinton released a campaign message to these voters
stating that she was just like their abuela (or grandmother). The
message, widely panned, came across as insincere, and Clinton, who
otherwise performed well among Latinos nationally, lost by a wide
margin to Sanders. On the other hand, in 2013, Bill de Blasio,
campaigning for mayor of New York City, appeared with his black son
in a commercial aimed against stop and frisk policies. His appeal
came across as authentic, and he received a high level of support
among black voters. In Campaigning in a Racially Diversifying
America, Loren Collingwood develops a theory of Cross-Racial
Electoral Mobilization (CRM) to explain why, when, and how
candidates of one race or ethnicity act to mobilize voters of
another race or ethnicity. Specifically, Collingwood examines how
and when white candidates mobilize Latino voters, and why some
candidates are more succesful than others. He argues that
candidates strategize by weighing the potential costs and benefits
of conducting CRM based on the size of the minority electorate (the
benefit) and the overall level of white racial hostility (the
cost). Extensive cross-racial mobilization is most likely to occur
when elections are competitive, institutional barriers to the vote
are low, candidates have previously developed a welcoming racial
reputation with target voters, whites' attitudes are racially
liberal, and the Latino electorate is large and growing. Moreover,
candidates who can demonstrate cultural competence and do so
repeatedly are much more likely to be successful at making such
appeals. The book looks at CRM trends and case studies over the
past seventy years to gauge how politics in various places have
changed as the American electorate has diversified. It draws on the
author's research in over thirty archives in nine states, candidate
and survey data, and experimental approaches to assess causality in
voter responses to candidate behavior.
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