Welcome to www.comprofessor.com a.k.a. Lynch Coaching: Media and Communication Prof's News and Views from Art Lynch. This blog exists to stimulate critical thinking, provide information on communication and media, stimulate discussion and share ideas. For additional media and other news see also sagactoronline.com. Thank you and tell your friends. - Art Lynch
Barack Obama got overwhelming support from
Latino voters in 2008, helping him win the White House. Mitt Romney
hopes to hold down that margin this year. So both campaigns are
targeting Latino voters in TV ads.
Obama and presumptive republican nominee are both scheduled to address
Latino leaders later this week in Florida. And after the president's
announcement Friday, putting a stop to some deportations, immigration
reform will likely be front and center.
the two candidates, it's the Obama re-election team that has the most
elaborate campaign aimed at reaching Latino voters. The most recent spots
feature Obama volunteers speaking with Latino families, and talking
about their own life experiences and concerns about health care, and
Take Daniella Urbina who is a
field organizer for Obama in Denver. In a Spanish-language ad, she says:
"I'm the first one to go to college in my family. I think President
Obama understands us — he understands what it's like not to have what
everyone else has."
The Obama campaign has
reportedly spent nearly $2 million on the ads, which are airing in
Florida, Nevada and Colorado. Obama won all three of those states in
2008, and all are expected to be closely contested this year.
The Obama Spanish-language spots are all highly
positive and warm-feeling. By contrast, the Service Employees
International Union and the pro-Obama superPAC Priorities USA announced a
$4 million campaign this past week that goes after Mitt Romney, using
his own words.
"You can also tell my story. I
am also unemployed," Romney jokes in the ads. A woman then says: "He's
making fun of us. I was unemployed. Our children are suffering and he
jokes about it?"
The SEIU/Priorities USA ads
are running in the same states as the Obama ads. Gabriel Sanchez, who
teaches political science at the University of New Mexico, says the
pro-Obama ads aim to reignite the spark felt in the Latino community for
Obama four years ago.
"That's certainly the
intention ... to try to galvanize some enthusiasm among Latinos to get
out and vote because all the numbers are suggesting enthusiasm is
dropping and actually voter registration numbers among Latinos have
dropped over time since the last election," Sanchez says.
The Romney campaign has so far been less focused
on reaching Latino voters. It bought a small amount of TV time in North
Carolina and Ohio. It's running an ad, called, "Dia Uno," or "Day One," projecting what the first day of a Romney presidency would look like.
Spanish, the ad says: "How would Mitt Romney's presidency go? Day One:
President Romney immediately approves the Keystone pipeline, therefore
creating thousands of jobs that Obama blocked."
ad is a straightforward translation of an ad the Romney campaign has
run in English, and misses the mark at least culturally, says Victoria
DeFrancesco Soto, a visiting scholar at the University of Texas.
know the words are being said, but the faces that you're seeing and the
actions and even little details like dress, for example. Latinos are a
much more warm in terms of when you greet each other you tend to hug
each other. You tend to not see that in English-language ads — something
small like that," DeFrancesco Soto says.
The Romney campaign believes that its overall focus on the economy appeals to Hispanic voters.
the economy, health care and education have all been the focus of ads,
one issue that neither campaign has addressed so far is immigration. And
with good reason, says DeFrancesco Soto.
staying away from it for different reasons — the president, because he
wasn't able to fulfill his promise of comprehensive immigration reform
and Romney, to distance himself from the harsh lines he took on
immigration during the debates," she says.
may now change. The announcement Friday that the Obama administration
will no longer seek to deport young people brought to the U.S. as
children could spur a new round of ads aimed at Spanish-speaking voters.