Apolitical politics: GOP efforts to foster identification from Latinos, 1984–2000

Abstract

The growth and youth of the U.S. Latino population at the close of the 20^th century makes them a desired constituency for both major political parties. Intriguingly, the party organization which has long resisted the recognition of internal voting blocs—the GOP—allocated unprecedented resources between 1980 and 2000 to inspire identification from Latinos. This study investigates the nature of these invitations. Specifically, it reveals how a party, whose organizational identity opposes acknowledging individuals as ethnic group members, appeals to an ethnic group. By examining (a) English and Spanish language television advertisements and (b) elite interview data with Republican Latino strategists, we argue that these ads depict satisfied Latino citizens, emphasize Latino family connections, and eschew traditional political issues. These identification strategies are notable for they may have considerable effects on the American polity at the dawn of, and well into, the 21^st century.

Key words:

• identification
• political parties
• Latinos
• campaign advertising