Resistance and Response: Latinos and Conservative Radio Advertisements

Peter W. Wielhouwer

Social Science Quarterly, 2020, vol. 101, issue 4, 1513-1533

Abstract: Objectives This exploratory research examines whether the opinions of Latinos on policy issues are subject to persuasion via radio advertisements. Zaller's resistance and response axioms frame hypotheses about effects among partisans and cross‐pressured partisans. This experiment was conducted as part of an effort by a conservative political group to assess its strategic messaging toward Latinos. Methods An online experiment with Spanish‐fluent Latino‐American citizens asked participants to listen to radio ads developed by a conservative foundation for the purpose of persuading Latinos to consider conservative or Republican policies. Results The effects of the ads were mostly limited. Democrats and independents were resistant to the messages; Conservative Republicans were responsive to a partisan school choice ad, while Republicans generally tended to be responsive to abortion ads. Conclusions Conservative organizations attempting to influence the Latino polity ought to develop messages that emphasize the community effects of policy outcomes, rather than emphasizing individualist or moralistic themes. Resources may be better allocated to persuading ideologically conflicted Republicans, but the results are tentative and need replication.

Date: 2020
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