Campaigning to the New American Electorate: Advertising to by Marisa Abrajano PDF

By Marisa Abrajano

ISBN-10: 0804768951

ISBN-13: 9780804768955

Presuming robust dating exists among one's identification and political habit, American politicians have lengthy unique immigrant and ethnic groups according to their shared ethnic or racial identification. yet to what quantity do political crusade messages effect electorate' real judgements and behaviors?This new publication is likely one of the first to check and evaluate the crusade efforts used to focus on Latinos with these directed on the remainder of the citizens. particularly, it makes a speciality of televised Spanish and English-language ads built for the 2000 and 2004 presidential elections, in addition to for dozens of congressional and statewide contests from 2000–2004. writer Marisa Abrajano's study unearths publicity to those televised political advertisements certainly affects no matter if Latinos prove to vote and, if that is so, for whom they vote. however the impact of those advertisements messages isn't really uniform around the Latino voters. Abrajano explores the actual elements that have an effect on Latinos' receptivity to political advertisements and gives key findings for these attracted to realizing tips to mobilize this severe swing workforce in American politics.

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Although scholars have questioned the long-term effects of pre-adult socialization (Vaillancourt 1973), especially for partisanship, its long-term stability cannot be overlooked (Petrocik 1996). Because a majority of foreign-born Latinos (70 percent) arrive in the United States as adults (Campbell and Lennon 1999), they are not exposed to any of the civic learning that takes place in high school or college. The remaining one-third of the foreign-born Latino population is under the age of eighteen.

Defining Political Familiarity The extent to which an individual is aware of current political events and acquainted with the basic ins and outs of the political system is how I define political familiarity. How to measure a person’s familiarity with politics has been the subject of much debate in the scholarly literature, with no consensus on a single measure. Some of the most frequently used measures of political familiarity or political knowledge include levels of political interest and participation, educational attainment, media use, and neutral factual knowledge pertaining to politics.

John F. Kennedy, the Democratic contender, established Latino outreach efforts by way of his Viva Kennedy clubs. Concentrated primarily in the Southwest and Midwest, these grassroots associations focused on organizing Mexican Americans to support Kennedy. The clubs also indirectly served to incorporate and familiarize them with the electoral process. According to community leader Rodolfo Ramos, “The best thing we did with Viva Kennedy Clubs was that we organized independent local Democratic institutions” (Pycior 1997, 117).

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Campaigning to the New American Electorate: Advertising to Latino Voters by Marisa Abrajano


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