Presentation Title

Obama 2008 and 2012 Spanish-Language Campaign Political Advertisements Messaging Strategies to Latino Voters

Location

Guzman 201

Start Date

4-19-2018 2:30 PM

End Date

4-19-2018 3:00 PM

Department

Political Science and International Studies

Student Type

Undergraduate - Honors

Faculty Mentor

Gigi Gokcek, Ph.D.

Presentation Format

Oral Presentation

Abstract/Description

The goals of political campaigns are to successfully reach voters and mobilize them with campaign-specific messages. To accomplish their goals, campaigns introduce candidates, address various issues of interest and propose solutions to existing problems. Barack Obama’s 2008 and 2012 presidential campaigns addressed issues that the Latino electorate cared about. In both years, the campaigns worked to push Barack Obama’s policies and garner support for him amongst Hispanic voters. The Obama campaigns identified the power of the Latino vote and capitalized on it through strategic messaging using Spanish-language television campaign advertisements. The Obama campaign’s ads touched on issues that Latinos cared about, crafted an image of Obama that Latinos could identify with, and mobilized the demographic to head to the polls. This kind of direct mobilization led to the 4% increase in the Latino vote for Barack Obama between the 2008 and 2012 presidential elections.

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Apr 19th, 2:30 PM Apr 19th, 3:00 PM

Obama 2008 and 2012 Spanish-Language Campaign Political Advertisements Messaging Strategies to Latino Voters

Guzman 201

The goals of political campaigns are to successfully reach voters and mobilize them with campaign-specific messages. To accomplish their goals, campaigns introduce candidates, address various issues of interest and propose solutions to existing problems. Barack Obama’s 2008 and 2012 presidential campaigns addressed issues that the Latino electorate cared about. In both years, the campaigns worked to push Barack Obama’s policies and garner support for him amongst Hispanic voters. The Obama campaigns identified the power of the Latino vote and capitalized on it through strategic messaging using Spanish-language television campaign advertisements. The Obama campaign’s ads touched on issues that Latinos cared about, crafted an image of Obama that Latinos could identify with, and mobilized the demographic to head to the polls. This kind of direct mobilization led to the 4% increase in the Latino vote for Barack Obama between the 2008 and 2012 presidential elections.