The Art (and Science) of the Campaign 2

1. The Art (and Science) of the Campaign 2 Latinos and the 2008 Election Lecture 4 October 9, 2008

2. ReminderDue October 14 Campaign documentary review Brief statement on the focus of your research paper (this can be sent electronically)

3. Purest Form of Campaign Technology – Advertising • Biographical • Backfire (reverse biographical) • Leadership • Issue • Contrast • Independent advertising in support of a candidate

4. Outlets for Political Advertising Expanding • Print, mail, radio and television • Campaigns use as primary outlets • 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 • Allows anyone to speak for a campaign • Introduces new monies to campaigns quiver

5. Advertising and Race • Race has been a continuing message in advertising • 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 • Claims in 2000 South Carolina Republican primary that McCain had a black illegitimate child • Viral email asserting that Obama is a Muslim

6. Campaign Advertising Targeted to Latinos • Not a new phenomenon • But sophisticated use is new • Traditional ads targeted to Latinos • Translation of an English language ad (not always a sophisticated translation) • Biographical ads establishing a connection between non-Latino candidates and Latino communities • Immigrant roots • Catholicism • Ties to Latin America • Ability to speak Spanish • “Latino values”

7. Language and Latino Advertising • Increasing sophistication in Latino outreach • 1980s/early 1990s – move away from Spanish advertising • Recognition that Hispanic electorate is English dominant • Spanish language advertising often too simplistic (so not effective as advertising) • 2000s – two track strategy • English ads to speak to most Latino voters • Spanish ads to • 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

8. As Latinos Have Become More Central to Victory Strategies • Campaigns have added Latino-focused issue, backfire, and contrast advertising • Increase in volume of Latino advertising • Radio • Television • New phenomenon – Latino-focused advertising that could alienate non-Hispanic white voters who support the candidate • Less risky with radio advertising

9. In Sum • Dissemination strategies/outlets have expanded considerably in the modern era • With more “sources” of ads, the likelihood of backfire and contrast ads increases • 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

10. For Next Time • What are the barriers to Latino electoral participation? • How can these be overcome? • How can Latino communities organize to overcome these barriers? • How can electoral and party institutions be changed to increase the likelihood of Latino voting?