Rodrigo Dominguez-Villegas of the UCLA Latino Policy & Politics Institute (UCLA LPPI) recently presented research about Latino voters in the United States to political campaigners, media stakeholders and advocates meeting in the nation’s capital. During “Majority Makers !Presente!” hosted by TelevisaUnivision at the Washington headquarters of the National Association of Broadcasters, Dominguez-Villegas also previewed the forthcoming U.S. Latino Data Hub. This publicly available web tool will explore Latino well-being across all 50 states in a clear, disaggregated and reliable data platform. “To successfully reach Latino voters, campaign managers and organizers need to understand that there is great dynamism and complexity in the factors that impact Latino voter behavior, and the Latino Data Hub provides a window to understand that diversity and complexity through key indicators like educational attainment, income or health care,” said Dominguez-Villegas, co-director of research for UCLA LPPI. Dominguez-Villegas provided context based on UCLA LPPI research for stakeholders looking to effectively engage with Latinos. He pointed out that political preferences are driven by the rich mosaic of Latino communities and thus more diverse than many assume. Understanding this dynamism is critical in reaching Latino voters, he said. They should be viewed not as monolithic but as a rich and diverse community that has varied, and sometimes rapidly changing, demographic and socioeconomic trends. Another topic of discussion was the deeper level of trust that many Latinos hold for Spanish-language media over other sources. By providing information in Spanish that is culturally and linguistically relevant while addressing issues of importance to Latinos, Spanish-language media can help ensure that Latino voters have the information they need to make informed decisions and meaningfully engage in the political process.

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