Tu voz es tu voto: the Role of Spanish in the 2008 United States Presidential Elections

Abstract

During the 2008 United States (US) presidential elections the importance and significance of the Latino vote were more widely acknowledged than hitherto. Candidates from both main parties, during the nomination race, and subsequently the presidential race itself, recognised the need to reach out to this constituency through, among other means, the use (or partial use) of Spanish. This was particularly the case during the Barack Obama-Hillary Clinton battle for the Democratic nomination, with websites, podcasts, television and radio broadcasts, billboards, and particularly musical jingles and videos (commonly available on YouTube) translating key campaign messages into Spanish. A cameo moment encapsulating this desire to climb onto the Latino bandwagon was the late Senator Ted Kennedy attempting to sing in Spanish during the Democratic nomination campaign. The impetus carried over into the presidential race between Obama and McCain.