Diaz on Strategies to Engage Latino Electorate

Sonja Diaz, executive director of UCLA’s Latino Policy and Politics Initiative, spoke to CBS News about the importance of engaging Latino voters, who make up nearly 28% of the California electorate. Latinos’ priorities are largely dependent on where they live, Diaz said. “Los Angeles County was the epicenter of COVID 19. … In places like the Central Valley, you could see the closure of small businesses. In other places throughout the state, it’s issues of housing insecurity,” she said, advising campaigns and political parties to “meet Latino voters where they are and actually have the nuanced messaging that is geographical tailored.” In many diverse communities, trusted messengers such as medical professionals at local clinics are key in communicating that protecting one’s health and casting a ballot are important acts of civic engagement. “You need to identify the people that diverse households are going to respond to, especially since there is this plethora of misinformation and disinformation that target these households,” Diaz said.


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