As Election Day approaches, Donald Trump's targeted outreach to Latino voters has sparked both support and skepticism within the community. While some believe his outreach aligns with Latino values and priorities, others point to a series of disparaging remarks—most recently a Madison Square Garden joke referring to Puerto Rico as "a floating island of garbage"—that may hinder his campaign.
In an exclusive interview with The Latin Times, political psychology expert Alejandro Flores analyzed the strengths and pitfalls of Trump's approach. Flores explained how Trump's message resonates with some Latinos while alienating others, offering insight into the campaign's calculated—and sometimes contradictory—strategy to win Latino support.
Flores is an Assistant Professor in the Department of Government and Politics at the University of Maryland, College Park. His research spans a range of methods and data sources to explore how people feel they can relate to, access, receive care from, or feel understood by the government. This interview has been edited for length and clarity.
Latin Times: What does Trump's outreach to Latino voters reveal about his campaign's strategy?
Alejandro Flores: Trump's approach shows a clear awareness of the importance of Latino voters, especially in pivotal states. By using Spanish-language ads and cultural cues, he's signaling that he gets Latino culture, that he respects and values it. We've seen ads this week featuring salsa music, MAGA hats, and more Spanish than we might have expected. In theory, it's supposed to make Latino voters feel seen and valued—and it does work to an extent.
LT: How effective has Trump's Latino outreach been in practice?
AF: In some ways, the approach works. Time after time, candidates who speak to voters in a culturally relevant way get a positive response. We like it when somebody likes who we are. But then there are instances that undercut that message—like Trump's comments at his Madison Square Garden rally, which was his last big opportunity to reach this pivotal voting bloc.
Not only did he get the most attention since the assassination attempt, but a wide audience heard the insulting comments about Puerto Ricans. For those who only see the tailored ads, Trump might come across as not so bad, like 'Oh, everybody is exaggerating,' but these mixed signals can affect overall trust.
Some people saw Madison Square and said 'this is why I'm voting for Trump,' while others said, 'this is why I'm not voting for Trump,' the same message interpreted differently. Your interpretation depends on whether you feel connected to the group that is being attacked or not.
LT: Trump's messaging sometimes emphasizes a distinction between 'good' and 'bad' immigrants. What effect does this have on Latino voters?
AF: Social psychology tells us that, in order to know who we are, we have to know who we are not. This is how we are different from other people. We like those differences. What Trump has been doing and also other Republicans, is to justify sometimes xenophobic rhetoric by saying, 'we are not talking about you, we are talking about "bad immigrants."' For example, the attacks on Haitian immigrants, or Venezuelans.
This 'us versus them' approach appeals to certain segments, especially those who identify with being American as much as they do with their cultural heritage. Trump's message of, 'We're not talking about you, we're talking about the bad immigrants,' can be effective for some, but it risks alienating others who feel lumped in with negative stereotypes about immigration.
LT: How do cultural gestures like speaking Spanish or referencing Latino traditions impact Latino voter perceptions?
AF: When a candidate makes a sincere effort, it can build a meaningful connection. But if the execution is clumsy or forced, it can backfire badly.
Take the famous tamale incident: back in 1976, Gerald Ford picked up a tamale in San Antonio and bit into it with the wrap still on. This kind of blunder just shows how little a candidate understands the culture.
Latino voters notice these missteps, and they come across as superficial. Candidates are punished and awarded for the quality of their effort–if you do it poorly the costs outweigh the benefits
In the past, a lot of campaigns, including Democratic campaigns, that have historically counted with the support of the Latino population, Google-translated their English ads and just used subtitles or voice overs for their Spanish ads.Those efforts are the bare minimum, and not enough for latino voters.
LT: How does Trump's Latino outreach compare to the Democrats' efforts?
AF: There's a perception that Democrats take Latino support for granted. Latino voter outreach happens so rarely that many Latinos feel they're only acknowledged during election time.
So, while Trump's efforts may not be perfect, his campaign's attention to Latino voters can stand out against a backdrop of inconsistent engagement from the Democratic side. However, Trump's campaign isn't always as strategic as it could be.
If I were to grade both Republicans and Democrats, I would give them a C or C-minus in terms of Latino outreach.
LT: Are there generational differences among Latino voters in response to Trump's messaging?
AF: Definitely. For third- and fourth-generation Latinos, who see themselves as both American and Latino, Trump's emphasis on patriotism and American identity can resonate.
Meanwhile, newer immigrants might prioritize other issues like immigration policy. Recognizing these generational divides is essential for any campaign looking to build a broad coalition of Latino support.
LT: What's the broader takeaway for both parties in terms of Latino voter outreach?
AF: The biggest question in this election cycle is where each party will go from here. One party has a longstanding history of support among Latino voters, while the other has shifted its stance in recent years.
Not too long ago, the Republican Party was focused on policies like establishing English as the official language—moments such as Donald Trump going after Jeff Bush from speaking Spanish. Now, both parties have the chance to redefine themselves in ways that could attract a new coalition of Latino voters.
This moment presents an opportunity for both parties to demonstrate their alignment with the values and priorities of Latino voters. It's a matter of willingness as much as it is an opportunity.
It's not enough to rely on cultural cues or talk only about immigration—issues like the economy and jobs are also highly persuasive, we've seen that. The real challenge for both parties will be moving beyond symbolic gestures to sustained, substantive engagement.
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