CAMPAIGNING TO THE NEW AMERICAN ELECTORATE by Marisa A. Abrajano ( 9780804768955 )

Item Details

Title:

CAMPAIGNING TO THE NEW AMERICAN ELECTORATE
ADVERTISING TO LATINO VOTERS

By:

Marisa A. Abrajano

Format:

Hardback

List price:

£83.00

Our price:

£74.70

Discount:

10% off

You save:

£8.30

ISBN 10:

0804768951

ISBN 13:

9780804768955

Availability:

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Stock:

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Publisher:

STANFORD UNIVERSITY PRESS

Pub. date:

24 April, 2010

Pages:

210

Description:

This is one of the first research endeavors to systematically compare the content of Spanish and English language campaign ads over an extended period of time (2000-2004) and across a variety of elections (Presidential, Congressional and Gubernatorial). Not only does it examine the way in which politicians have communicated to the nation's two largest electorates, it also looks at the impact of these ads on the political choices that Latinos make.

Synopsis:

Presuming that a strong relationship exists between one's identity and political behavior, American politicians have long targeted immigrant and ethnic communities based on their shared ethnic or racial identity. But to what extent do political campaign messages impact voters' actual decisions and behaviors?This new book is one of the first to examine and compare the campaign efforts used to target Latinos with those directed at the rest of the electorate. Specifically, it focuses on televised Spanish and English-language advertising developed for the 2000 and 2004 presidential elections, as well as for dozens of congressional and statewide contests from 2000-2004. Author Marisa Abrajano's research reveals exposure to these televised political ads indeed impacts whether Latinos turn out to vote and, if so, for whom they vote. But the effect of these advertising messages is not uniform across the Latino electorate. Abrajano explores the particular factors that affect Latinos' receptivity to political ads and offers key findings for those interested in understanding how to mobilize this critical swing group in American politics.

Publication:

Imprint:

Stanford University Press

Returns:

Non-returnable

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