Latinos are the second-largest group of voters in America. Here’s what impacts their vote

Latinos are projected to account for 14.7% of all eligible voters in November, cementing their status as the second-largest group of voting-age Americans and a key voting group in determining the outcome of national, state and local elections. 

Spanish-language media play a critical role in engaging these voters and getting them to the polls, said Robert Preuhs, Ph.D., Political Science professor at Metropolitan State University of Denver. 

“Local Spanish-language media really does matter,” Preuhs said. “In my research, it showed that Spanish-language media with its focus on Latino issues with Latino journalists, and having it be very Latino-centric, increases voter turnout and increases this belief that the government is working for you and that you can have an impact on politics.” 

While media literacy plays a key role in enhancing voter engagement, it’s but one of many factors that political scientists are studying as they try to better understand what influences Latino voting habits. 

Preuhs says cultural identity, location, age and other factors will also play important roles in how this population will cast ballots this election year.  

There are often misconceptions about Latino voters being a monolithic group that will consistently support the Democratic Party. What are some of the factors that contribute to Latino voter affiliation? 

The key factors at play include a weaker attachment to political parties among Latinos and a more mixed ideological orientation, which leaves room for flexibility in party affiliations. However, there’s significant variation within the Latino community. For example, there’s a notable gender gap, with Latina women generally more supportive of Democratic candidates than Latino men. Geographic differences also play a role, with urban Latinos tending to be more liberal than those in rural areas. Additionally, nation of origin influences political leanings — Puerto Ricans, Mexicans and Dominicans often lean more Democratic. 

Another factor is the general feeling among some Latinos that the government isn’t responsive to their needs, making it harder to feel motivated to vote. Effective mobilization, especially in Latino communities, requires consistent groundwork like door-knocking and bilingual outreach. This approach is crucial, as it can make a significant difference in voter participation.

In terms of the types of policies, border control is a shared preference for a lot of Latino voters, but things like inflation, housing, health care and most big core values are really going to be what resonates.

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Recent trends have shown a notable increase in Latino support for the Republican Party. What’s driving this shift? 

There are a few key points to consider. First, support for the Republican Party differs from support for individual Republican candidates. Latinos often identify as politically unaffiliated rather than strictly aligning with one party, and they are less likely to categorize themselves as liberal or conservative. Their concerns align with broader issues like inflation, jobs, health care and immigration. Recent shifts, such as increased concern about immigration and border security, have affected Latino support for Democratic candidates, especially if they feel that issues like inflation and crime have not been adequately addressed. 

Gen Z Latino voters are emerging as a significant demographic. How do their political attitudes and priorities differ from older generations within the Latino population? 

Much like generational differences across other groups in the U.S., younger Latino Gen Zers tend to be more liberal, in terms of social and cultural preferences and especially regarding social issues like gay rights. The marketing right now for the Harris campaign, intentionally and also accidentally, has really hit on meme culture, and that’s going to help them at least within some parameters. But there’s still a Spanish-language element that hasn’t quite been hit, and many of the memes have been resonating with Gen Z but are not necessarily specifically aimed at younger Latino voters.

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What role does cultural identity play in the political preferences of Latino voters, and how might this impact their ballot choices? 

Cultural identity has two main components: the internalization of being Latino, white, African American or another ethnicity; and what we call “linked fate,” the belief that what happens to other members of your group affects you. Linked fate often leads to strong preferences for civil rights and policies like paths to citizenship. So when we see large numbers of folks with some level of linked fate or stronger linked fate, we tend to see a bit more Democratic-leaning voters. This process is dual: It’s both an internal recognition of community ties and something that campaigns actively try to cultivate. 

For example, slogans like sí se puede (commonly translated as “yes, we can”) resonate with Latinos, especially younger ones, by making their communities’ concerns feel real and immediate. Both Democrats and Republicans have long discussed Latino outreach strategies, but Democrats often focus on this during election seasons, which has frustrated Latino activists. They feel that outreach shouldn’t end with the campaign but should be a continuous process. Although it’s too late to establish long-term outreach for this election, the Democratic Party’s increasing diversity in Congress and state legislatures suggests more consistent attention to Latino interests. 

Is there a difference between how Spanish-language media and English-language media cover politics? 

Research has shown that Spanish-language media, particularly mainstream outlets such as Telemundo and Univision, cover issues important to Latinos more extensively than English-language media. These networks often focus on community interests from a Latino-specific perspective and are generally less polarized, aiming to serve a broader ideological audience. Unlike English-language media, which can be divided along partisan lines, Spanish-language media tends to avoid extreme negativity to maintain its audience. And these characteristics are what leads to a positive association between viewing Spanish-language media and Latinos’ sense of efficacy and probability of voting. 

However, it’s important to note that many Latinos, especially Gen Z, also consume news through social media, which exposes them to more conspiracy theories and the same kind of polarization seen in English-language media. This dual exposure creates a complex media environment for Latinos. Both campaigns and media scholars are focused on improving media literacy to help individuals distinguish between accurate information and falsehoods, which is essential for maintaining a healthy democracy and engaged voters.