Latino voters are key to 2024, and they’re not always buying what Democrats are selling
Categories: FOREIGN COUNTRIES
As 2022 begins, the party so far has no visible, convincingly powerful plan to win over the voters many rank and file Democrats believe are key to November’s midterm elections, the 2024 presidential race and perhaps the future of the Democratic Party. Some believe that doing better means spending more money on messaging, advertising and outreach. But this isn’t the only lesson to be gleaned from what the data is telling us, and it might not even be the right one. Democrats should more aggressively combat Republican messaging with their own, but the real fight should be over which party has the best ideas on education, immigration, jobs and the economy. This is where Democrats take the Latino vote for granted, but they shouldn’t. Thirty million is a lot of money, he told me, but it would be “wasted if the message were about nuanced topics like voter suppression, disinformation and diversity.” The problem for Democrats, he added, is that “GOP ideas are better” because they’re “pro-growth, pro-energy, pro-parent (school choice) and pro-advancement.” Some Democrats have downplayed the importance of policy compared with style and approach. Chuck Rocha, a political strategist, who is in a way Mr. Garza’s liberal counterpoint, called the re-election campaign announcement by Gov. Greg Abbott of Texas at a Hispanic Leadership Summit a “brilliant political move,” but said that the Republican Party’s policies prove that they don’t care about Latinos. Mr. Rocha added that Democrats need to “quit taking a policy book” to a “fistfight.” He might be right that Democrats should be ready to fight, but they should absolutely bring their policy book with them. Latino voters aren’t empty vessels just waiting to be filled with liberal beliefs. The problem with focusing only, or even primarily, on messaging and outreach is that it once again doesn’t take Latinos seriously as political actors, and instead assumes that they’re out there ready to be mobilized for the Democratic cause. That’s just not true. In the end, even if Democrats focus exclusively on policy, they still won’t sway all Latinos to vote for them. But doing so would help them better understand these voters. They should be asking them whether they are paid enough to provide for their families, if they’re satisfied with the schools their children go to, whether they have access to health care, and what government can do to help them reach their goals. I dream of vigorous town hall-style debates where both parties engage in arguments over whose policies are best, instead of hurling talking points in our general direction from a distance. What Democrats learn may be uncomfortable if they have to abandon their assumptions. But dissecting our understanding of these voters, long presumed to represent a bloc, will be necessary if we have any hope of reconstituting “the Latino vote” in a way that’s more reflective of Latinos’ hopes, dreams and political aims.