Presuming that a strong relationship exists between one's identity
and political behavior, American politicians have long targeted
immigrant and ethnic communities based on their shared ethnic or
racial identity. But to what extent do political campaign messages
impact voters' actual decisions and behaviors?
This new book is one of the first to examine and compare the
campaign efforts used to target Latinos with those directed at the
rest of the electorate. Specifically, it focuses on televised
Spanish and English-language advertising developed for the 2000 and
2004 presidential elections, as well as for dozens of congressional
and statewide contests from 2000-2004. Author Marisa Abrajano's
research reveals exposure to these televised political ads indeed
impacts whether Latinos turn out to vote and, if so, for whom they
vote. But the effect of these advertising messages is not uniform
across the Latino electorate. Abrajano explores the particular
factors that affect Latinos' receptivity to political ads and
offers key findings for those interested in understanding how to
mobilize this critical swing group in American politics.
General
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