Stoking Fears in a Community of Immigrants : A Content Analysis of the 2024 U.S. Congressional Races in Heavy Latine Districts

Poster Session
Gloria Vaquera  

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 Latino districts—areas with populations at least 60% Latino—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 (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.