The Hill (Op-Ed)
By Maria de Moya
February 16, 2016
If
there’s a vote that can tip the scales between Sen. Bernie Sanders
(I-Vt.) and Hillary Clinton; or Sen. Ted Cruz (R-Texas), Sen. Marco
Rubio (R-Fla.) and Donald Trump
-- it’s the Latino vote. An estimated 27 million Latino millennials are
eligible to vote in this year’s presidential election. However, the
message that they’ve been receiving from candidates has ranged from
framing Latinos and immigrants as deserving of the
rights and privileges of citizenship; to fearmongering around those
perceived to threaten the “American way of life.”
In
political narratives, Latinos –whether U.S. naturals or immigrants— are
portrayed as saints or sinners, with very little in between.
No
doubt these presidential hopefuls want the Latino vote, yet their
messages are paradoxically off-putting for many of these voters. From
the Democrat camp, pandering
seems to be the norm (see Hillary’s attempt to relate to abuelas).
While Republican candidates can’t seem to agree on which of them will be
the strictest with the amnesty-seeking, anchor-baby delivering
criminals who jumped the border into the U.S. This reductive
and tone-deaf narrative is alienating.
As
a scholar and expert on message framing, I am well aware of the impact
that poorly constructed messages can have on their intended (or
unintended) audience. As in any
election, candidates design their messages to get the most votes from
the highest number of people, but in approaching this as candidates
have, they’re showing disregard for the Latino vote and alienated an
important part of their constituents still very much
up for grabs. The National Council of La Raza/Latino Decisions poll
found 55 percent of Latino voters said they would support a candidate
that shared their view on issues, positions and priorities. But that
suitor seems hard to find.
So
far, messages for and about Latinos are being reduced to common
denominators, such as immigration and speaking Spanish. No doubt,
immigration is an important issue
for Latinos. But, the data is clear that, in fact, that Latino voters
have the same concerns that many other voters have: jobs, economy,
taxes, health, safety and overall quality of life.
Yet,
candidates seem stuck in a loop talking only about immigration and
ignoring the fact that close to 30 percent of Latinos don’t speak
Spanish at home. Both of which
perpetuate a dangerous narrative: whether first or tenth generation
Americans, Latinos are as foreign to the candidates as the people that
live outside of the country’s borders.
The
Pew Research Center estimates that in the last four years, close to 3.2
million Latino U.S.-citizen have become adults eligible to vote, and
another 1.2 million immigrants
are now naturalized citizens. And these desirable voters are paying
close attention to this year’s election. A new poll found that 43
percent of Latinos are more interested in the 2016 presidential election
than in the previous one, and 33 percent said they
were following it as closely as the past elections. But surely those
following closely must not like what they see.
The
political narrative remains stagnant and to be excluding this essential
group of people that could decide the next election. Meanwhile,
non-partisan Latino-serving
organizations like Voto Latino and Mi Familia Vota are helping people
register to vote and empowering the become informed voters. So unless
candidates can change their strategy quickly, they might find that
they’ve veered off the path to the Latino vote too
far to find their way back.
For more information, go to: www,beverlyhillsimmigrationlaw.com
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