Woman and man on stage

Diaz on Mobilizing Latino Vote in L.A. Mayor’s Race

A Los Angeles Times story about a poll showing Karen Bass and Rick Caruso in a dead heat in the L.A. mayor’s race looked to Sonja Diaz, executive director of the UCLA Latino Policy and Politics Initiative, for context. If the June 7 primary leads to a contest between U.S. Congresswoman Bass and billionaire developer Caruso, the election would be marked by stark divides of ideology, race and geography. Caruso has already spent millions on television and digital advertising, including on Spanish-language TV and radio stations and on websites such as YouTube. Still, more than half of Latino poll respondents said they didn’t know Bass or Caruso well enough to form an opinion of the candidates. “Latinos are going to be late deciders,” Diaz said. “The fact that they’re undecided, in order to change that, there’s really going to have to be money and tailored messaging.”

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