President Joe Biden vowed to actively engage Hispanic voters during his 2020 campaign; however, certain faux pas created tensions with some of these voters. One significant example was when Biden played the popular reggaeton song “Despacito” from his phone during a Hispanic Heritage Month event, a gesture that stirred controversy and reinforced the importance of striking the right cultural tone in outreach efforts.
Grecia Lima, national political director of Community Change Action, stressed the necessity of campaigns acknowledging and respecting Hispanic communities’ culture, history, and backgrounds. She said this will be a crucial issue for political campaigns in the 2024 election cycle.
Hispanic voters have been dependable supporters of the Democratic party based on policy matters such as healthcare and economic management, as revealed by Pew Research Center surveys. Yet, an increase in Republican support from Hispanic voters has sparked concerns for the Democrats, signalling the need for refined outreach efforts.
Despite a decrease in the percentage of Hispanic voters siding with Democrats in the recent midterm elections, Democratic leaders had anticipated an additional electoral boost due to recent demographic shifts in the Hispanic population. Factors such as growing English-speaking and U.S.-born Hispanic people and a wide array of backgrounds were expected to work in their favour.
Republicans have seen increased Hispanic support in New Mexico and New York. Javier Palomarez, CEO of the United States Hispanic Business Council, has emphasized the importance of Democrats changing their strategy in mobilizing Hispanic voters to prevent further growth in Republican support.
Defending Biden’s approach, Democratic strategist Maria Cardona stated that the Biden campaign is making significant strides in Hispanic voter mobilization. Despite this, there have been notable missteps, including linguistic gaffes made by Biden and the First Lady during public speeches.
Analysts note a shift towards Republicans among Hispanic voters who cite the economy as their primary concern. While Democrats intensified their Hispanic outreach programs, some electoral losses in areas with high Hispanic populations indicate room for improvement.
However, there is a silver lining for Democrats in Nevada where Democrat Catherine Cortez Masto, the first Latina elected to the Senate, won re-election despite the state’s governorship flipping to Republicans. Melissa Morales, a founder of Somos PAC, stressed the importance of focusing on policy issues like affordable housing and healthcare over cultural disputes.
Hispanic voters are keen on seeing progress on policies that benefit their economy, and many are watching to see how Biden and the Democrats fulfill their promises, even with Republicans in control of the House. Nevertheless, the selection of Julie Chavez Rodriguez, granddaughter of civil rights icon Cesar Chavez, to manage Biden’s reelection campaign has been well received by the same activists who have been critical of Biden and the Democrats.
The Biden campaign plans to engage frequently with Hispanic voters, with the Democratic National Committee (DNC) aiming to expand its outreach plan “Adelante” (“Forward”). This campaign includes bilingual radio and print ads in key states and training programs for bilingual campaign staff.
Despite past hiccups, there seems to be a renewed commitment from the Democratic Party to effectively engage with Hispanic voters, offering a sense of optimism for the 2024 campaign.
As the countdown to the 2024 election begins, the Biden campaign faces the uphill task of avoiding the missteps that blighted their previous efforts with Hispanic voters and reinforcing and expanding their support within this crucial demographic. The strategic appointment of Julie Chavez Rodriguez, coupled with a renewed commitment to increased Hispanic voter outreach, bodes well for the Democrats. Yet, with growing signs of Hispanic support for Republicans, there’s a clear understanding that every cultural nuance matters, every policy decision counts, and every vote will be hard-fought in the race toward 2024.
