Why the Latino Vote Still Matters
Posted October 15th, 2008by Lisa Pierce
Earlier this month, as the economy plummeted, Senator Barack Obama’s popularity seemed to soar. Last week as the economy circled the drain, Obama’s lead over Senator John McCain was in the double digits and media commentators had all but called the contest, even though there was still a month to go before the November 4 election.
This week’s polling numbers are closer, with just four points separating the Democratic and Republican tickets. We’ve heard scant mention of the Latino Vote of late, but now that the race looks closer, Latinos can expect to become the focus of attention once again.
Latinos, the ethnic group most likely to identify as independents, have long been an enigma for both parties. Documentary director Phillip Rodriguez argues that this unpredictability has placed Latinos in a powerful position, since both parties have a fair chance of attracting the Latino Vote. His new documentary, “Latino ‘08,” which examines the historic and contemporary context of Latino voting, will air on PBS throughout the remainder of the election season.
In a recent NPR interview, Rodriguez noted that the Latino Vote has been crucial in the past several presidential contests. President Bill Clinton was enormously popular with Latinos, as was his wife, Senator Hillary Clinton. And many pundits argue that President George Bush’s close victories in 2000 and 2004 were largely the result of his ability to sway a larger than average percentage of Latino voters - about 40 percent - away from the Democratic Party toward the GOP side of the ticket.
Recently, the prevailing wisdom said Barack Obama had the contest nearly won and it was assumed that the Latino Vote would play almost no part in this probable victory. Perhaps this is because it was assumed that Obama would not be able to keep loyal Hillary Clinton supporters from throwing their support to Senator John McCain.
However, even before the Democratic National Convention was held, and despite Latinos’ history of refusing to consistently identify with a single party, Latinos overwhelmingly identified themselves as Obama supporters, stating their intention of voting for him by a margin of 66 percent to 23 percent, in a poll conducted this summer by the Pew Hispanic Center. His support was even stronger among Clinton’s Latino supporters, with more than 75 percent expressing their support for Obama, compared to only 8 percent for McCain. In fact, Latinos who voted for Clinton are more likely to support Obama than are her white supporters. Many pundits had assumed that race accounted for Hillary Clinton’s popularity among Latino voters. It may be time to rethink this assumption.
As En mi opinion host Ilan Stavans noted in a recent interview (see podcast below), many Americans tend to vote “from the heart, especially Latinos, passionate as we are.” I would argue that loyalty alone may account for Latinos’ initial preference for Clinton over Obama, especially when so many of them noted that both candidates were extremely well qualified in countless interviews leading up to the Democratic National Convention, back when the Latino Vote was big news.
Another misconception is that immigration is the leading issue among Latino voters. In fact, immigration is a low-level concern for Latino voters, lagging behind crime and the war in Iraq, according to the Pew Hispanic Center. Latino voters say they are far more concerned about education, the cost of living, jobs, and health care. However, it is the immigration issue that may have cost Senator McCain his traditional popularity among Hispanics in his own state and throughout the country.
McCain was once seen as a reformer in the realm of immigration and a defender of the rights of immigrants. That changed last year when, in an effort to appeal to the Republican base, he abandoned his former conciliatory rhetoric on immigration and seemed to veer toward a position that was closer to that espoused by anti-immigration extremists. Although, most Latino voters do not list immigration as the most important issue when polled, their support can be easily lost, according to pundits, if they believe a candidate is identifying too closely with extreme anti-immigrant activists whose rhetoric is often seen as code for anti-Latino sentiment. McCain in particular was seen by many as abandoning loyal Latino voters in favor of extremists who were pushing the immigration debate in an increasingly ugly direction.
As Obama pulls ahead in the polls, is there anything McCain can do to heal these wounds and close the gap? To have any chance of winning the White House, strategists say McCain needs to win back at least one-third of the Latino Vote in key swing states like Colorado, Florida, New Mexico, Nevada and North Carolina, all states that went Republican in recent presidential elections and all states with large Latino populations. If McCain wants to stay in this race, he needs to convince the Republican Party that the Latino Vote still matters; he needs to remind his strategists that Latinos are not just notoriously independent, they may just be the last voting block with a sizable number of undecideds left to convince. With this in mind, he needs to convince Latinos, who have supported him throughout much of his career, that he still cares about their concerns.
On the flip side, Obama has proved the pundits wrong. He’s tracking ahead, at least in part because Latinos, despite their seemingly unshakable loyalty for all candidates Clinton, have brushed aside their initial disappointment and rushed to support his side of the ticket. By not taking Latino voters for granted, especially in key swing states like New Mexico, he looks to be on track to keep them there.
For more information on Latinos and voting, see http://www.latinosvote.com/
And to listen in on a discussion about Latinos and their growing power in the political realm, check out the following podcast, where among many other topics, En mi opinion host Ilan Stavans and Greenwood’s Jessica Galan talk about the role Latinos are likely to play in upcoming and future elections.






