US election campaigns change strategy as Latino voter loyalty shifts | 2024 US Election News

New York City, US – In Queens, 26-year-old Claudia, a first-generation Latina who attended college in the United States, sat at her family’s dinner table engaging in heated political discussions that switched easily between English and Spanish. He and his immigrant parents from Mexico and El Salvador are arguing over the future of the country they call home.

“It’s not love [Democratic candidate Vice President Kamala] Harris,” said Claudia, disappointed with the administration’s handling of Israel’s war on Gaza and immigration, but committed to voting against the Republican nominee and the return of former President Donald Trump.

His parents, US citizens for more than a decade, felt differently. They worry about their economic security — as do 52 percent of Latinos, according to a June survey. And they support Trump for his economic policies and frustration at the inflation the US has experienced in the past few years.

Their anger is directed at the support of the administration of President Joe Biden for “new immigrants who come with benefits, a hotel, and a way to go to documents”, while their relatives are illegal – the number of people Trump has threatened to deport.

This generational divide within the single family — the fastest-growing demographic segment in the US, with 36.2 million eligible voters making up 14.7 percent of the electorate — shows the challenges both parties face in favoring a party that resists simple divisions.

‘Latinos are not a monolith’

Latino eligible voters in the US are demographically diverse. About 60 percent are of Mexican heritage, 13 percent are Puerto Rican, while Cubans, Dominicans, and other Central and South Americans each represent less than 7 percent, according to the National Museum of the American Latino.

Latino voters are also, of course, male and female, young and old, and immigrant and US-born.

But despite this diversity, political campaigns and the media tend to approach Latinos as a single voting bloc. “It’s a big misconception to treat Latinos as if they are the same or can be reached with one message. It’s about the diversity of ideas, knowledge, opinions,” Julio Ricardo Varela, founder of the Latino Newsletter and MSNBC correspondent, told Al Jazeera.

“The phrase ‘Latinos are not a monolith’ should be removed – it’s too common. The real question is, why don’t political parties realize this?” he asked.

As polls reveal that immigration ranks low among Latino voters’ priorities, campaign ads are adjusting their focus to better connect with new voters. Both Trump and Harris have expanded their outreach, including town halls with Latino voters hosted by Univision, one of the largest Hispanic networks in the US.

However, the proliferation of misinformation on social media, which often spreads in Spanish and targets immigrant communities, complicates these outreach efforts and distorts opinions on sensitive issues.

Disinformation on social media spreads false claims about issues such as immigration policies, voting procedures, and government benefits. This can create confusion and mistrust, which can affect how Latino voters perceive campaign messages.

Experts agree that campaigns now face a two-fold challenge: reaching Latino voters with relevant messages while countering misleading stories that can sway opinion.

Trump’s request

Despite his anti-immigration rhetoric, Trump is gaining popularity with Latino voters by tapping into the nostalgia of a strong economy under his presidency, high-profile endorsements from reggaeton artists, and Spanish-language ads.

However, Trump’s strongest appeal is the fear of communism, a message widely spread on Spanish-language social media by Trump and his allies.

These connections have also touched Latino evangelical communities, which make up 15 percent of Latinos in the US and are the fastest-growing group among American evangelical Christians, with nearly half of Republicans leaning toward them, according to a 2022 Pew Research Center study.

For many Latino immigrants, especially those from the Cuban and Venezuelan communities, Trump’s messages also resonate with memories of left-wing governments. “Republicans have weaponized the fear of socialism and communism, especially in Florida,” said Paola Ramos, author of Defectors: The Rise of the Latino Far Right and What It Means for America.

According to Varela, Trump’s tactics reflect the political strategies of Latin America that shape the electoral issues and results.

Recently, Trump shared an AI-generated image of Vice President Kamala Harris addressing a crowd of “communists” at X, which has received more than 81 million views.

Varela also notes that anti-communist ads in the Spanish media specifically target working-class, Spanish-speaking men, who include economic security as a defense against ideological threats.

NYU professor and political scientist Cristina Beltran suggested that Trump’s appeal taps into notions of masculinity and status, providing a sense of belonging to the US nationalistic ideology.

“Historically whiteness has been a way of understanding American membership as a politics of dominance,” he explained to Al Jazeera.

For some Latino men, this frame provides a sense of superiority, as Trump’s promise of prosperity and stability appeals to those who see themselves as superior to the undocumented. Beltran added that Trump “gives the American people permission to accept these attitudes”.

Harris goes beyond politics

Polls show that a majority of Latino voters still favor Harris over Trump.

Under campaign manager Julie Chavez Rodriguez, the first Latina to lead a general election effort, the Harris team has expanded Latino outreach, extending efforts from September 15 to October 15, during Hispanic Heritage Month.

The campaign increased ad spending targeting specific Latino groups, such as Hispanic women, “Hombres con Harris” [Men for Harris]and 13 scattered groups like “Boricuas con Kamala” [Puerto Ricans for Harris] and “Mexicanos con Kamala” [Mexicans for Harris]. The campaign also provided $3m for Spanish-language radio ads.

Harris’ message goes beyond identity politics, with recent ads in Arizona, Nevada, and Pennsylvania focusing on economic problems, high drug prices, and crime.

Political scientist Beltran noted that Harris balances her identity as a woman of color with broader policy appeals. “No one wants to be deprived of their race or gender,” he explained.

“The Harris campaign recognizes this and aims to connect with voters on a wide range of issues, understanding that identity includes much more than demographics.”

His communications include ads designed for Puerto Rican communities, compared to Trump’s recent Madison Square Garden rally, which faced controversy over the comedian’s controversial remarks about Puerto Rico.

Beltran noted that Harris’ approach was strategic: “It was fun watching Harris run commercials when Latinidad. [Latino cultural identity] it’s not clearly stated, but the visuals include Latino-looking people – usually dark-skinned people who speak in accented English. “

“This is a subtle way to show that these ads are targeting Latinos. In fact, I wish they would include words with and without words so that they can continue to show diversity.”

Varela stated that “the campaign is changing to see that it is about regional diversity”. He also highlighted Harris’ “economic opportunity” plan, which appeals to Latinos by emphasizing visible economic growth, job creation, support for small businesses, and affordable housing, especially in underserved communities.

“Harris positions himself as a ‘capitalist who does things the right way’,” he explained, noting that Latinos are reshaping the US economy, contributing $3.6 billion to GDP. This impact is driven by high levels of entrepreneurship, labor participation, and significant participation in sectors such as manufacturing, retail, and construction, although representation issues persist.

A politically independent generation

Analysts agree that campaigns are increasingly using social media to reach a new generation of Latino voters, who may no longer see themselves as defined solely by their Latinidad.

These diverse views are amplified by Latino activists, some aligned with Harris, others with Trump, each displaying a range of political allegiances.

“And there is a growing movement among young Latinos who identify as independent in politics,” commented Varela, who often overshadows traditional party issues.

Now, many young Latino voters are reiterating this trend, seeking political representation that speaks to their unique experiences and values.

“Latinos are no longer confined to the Democrat or Republican labels,” Varela concluded. “This independent political movement isn’t just asking for recognition — it’s redefining the boundaries of American politics.”