Invitations for identification : an organizational communication analysis of the Democratic and Republican parties' attempts to court Latino voters

Abstract: Latinos’ increasing numbers and their uncertain voting behaviors have enticed Democrats and Republicans to actively court this demographic group, seeking their partisan identification. Through in-depth interviews with campaign strategists, a quantitative content analysis of Latino-oriented television advertisements, and a survey of Latino citizens, this project examines these efforts. Findings reveal the nature of the Democrats and Republicans’ divergent approaches to meeting this new stakeholder group, how Latinos are constructed in campaign discourse, and Latinos’ modest levels of identification with these organizations. With implications for communication scholars, the parties, Latinos, and organizations in general, the project suggests that identification constitutes a relational enterprise.