Transcript The Art (and Science) of the Campaign

The Art (and Science) of
the Campaign 2
Latinos and the 2008 Election
Lecture 4
October 9, 2008
Reminder
Due October 14
Campaign documentary review
Brief statement on the focus of your
research paper (this can be sent
electronically)
1.
2.
Purest Form of Campaign
Technology – Advertising
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2.
3.
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6.
Biographical
Backfire (reverse biographical)
Leadership
Issue
Contrast
Independent advertising in support of a
candidate
Outlets for Political
Advertising Expanding
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Print, mail, radio and television
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Campaigns use as primary outlets
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Cost high
Some can’t be narrowly targeted (no micro-targeting)
Limits on media availability in competitive races
Cable and local radio (allow for targeting electorates)
Internet
The blogesphere
Independent productions can also disseminate through new
technologies
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Allows anyone to speak for a campaign
Introduces new monies to campaigns quiver
Advertising and Race
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Race has been a continuing message in
advertising
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Affirming the value of racial/ethnic diversity
Equal opportunity as a policy issue
Race as a contrast issue (generally to discourage white
Democrats from supporting Democratic candidates)
Decentralization of advertising will probably
increase use of racial imagery/tap racial fears
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Claims in 2000 South Carolina Republican primary that
McCain had a black illegitimate child
Viral email asserting that Obama is a Muslim
Campaign Advertising
Targeted to Latinos
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Not a new phenomenon
But sophisticated use is new
Traditional ads targeted to Latinos
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Translation of an English language ad (not always a
sophisticated translation)
Biographical ads establishing a connection between nonLatino candidates and Latino communities
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Immigrant roots
Catholicism
Ties to Latin America
Ability to speak Spanish
“Latino values”
Language and Latino
Advertising
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Increasing sophistication in Latino outreach
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1980s/early 1990s – move away from Spanish advertising
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Recognition that Hispanic electorate is English dominant
Spanish language advertising often too simplistic (so not effective
as advertising)
2000s – two track strategy
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English ads to speak to most Latino voters
Spanish ads to
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Show sensitivity/empathy
Speak to non-voting family members (who may be watching more
TV)
Reach the growing naturalized citizen electorate who are as
comfortable in English as Spanish
As Latinos Have Become More
Central to Victory Strategies
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Campaigns have added Latino-focused
issue, backfire, and contrast advertising
Increase in volume of Latino advertising
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Radio
Television
New phenomenon – Latino-focused
advertising that could alienate non-Hispanic
white voters who support the candidate
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Less risky with radio advertising
In Sum
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Dissemination strategies/outlets have expanded
considerably in the modern era
With more “sources” of ads, the likelihood of
backfire and contrast ads increases
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Racial fears a particularly rich message for contrast ads
Taps voters fears rather than hopes
Racial ads have generally taped concerns about African
Americans rather than Latinos, but immigrants
increasingly a target
Latino-focused advertising has increasingly followed
the model of English-language advertising
For Next Time
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What are the barriers to Latino electoral
participation?
How can these be overcome?
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How can Latino communities organize to
overcome these barriers?
How can electoral and party institutions be
changed to increase the likelihood of Latino
voting?