Abstract
The 2024 United States election, marked by the return of Donald Trump as a leading presidential candidate opposing Kamala Harris, brought immigration to the forefront of national discourse. Examining congressional races in majority Latine districts—areas with populations at least 60% Latine—offers insights into how the two major political parties leverage immigration to mobilize their bases. Through a content analysis of Facebook and X (formerly Twitter) posts, I sampled content from 24 congressional candidates from California, Colorado, Arizona, New Mexico, Texas, Florida, New York and Illinois (12 Republicans and 12 Democrats) during the four months leading up to the November election. A total of 792 posts were coded for topic, tone, language (Spanish or English), and the use of Latino/Hispanic cultural imagery. Findings reveal that while both parties addressed immigration, Republican candidates frequently employed fear-based rhetoric, exaggerating the negative impacts of undocumented immigrants. Additionally, the study highlights distinct strategies by both parties in utilizing ethnic cultural symbols and Spanish language to engage their audiences.
Presenters
Gloria VaqueraAssociate Professor, Sociology and Criminology, John Carroll University, Ohio, United States
Details
Presentation Type
Theme
Vectors of Society and Culture
KEYWORDS
Immigration Discourse, Political Communication, Content Analysis, U.S. Latino Experience
