Latino Democrats of Allen County: Strategic Communication Plan Project

Cassey Suthers, Purdue University

Abstract

This study sought to identify obstacles and challenges that impact political participation and involvement among Latino voters. At the same time, it explored how the Latino Democrats of Allen County (LDAC), a constituency caucus in a primarily conservative area, could address such barriers to engage Latinos from the area politically (specifically in support of the Democratic party). Social Identity Theory provided a backdrop from which to examine the challenges and obstacles that Latinos face to participating in local government. By exploring these questions from the perspective of Social Identity Theory, I examined how a demographic in a primarily conservative area grapples with their political participation. Findings suggest that Latinos struggle with their participation due to lack of awareness about opportunity, low political efficacy, lack of trust in the political process and those that facilitate it, and lack of education about how the political process works. Literature on communication strategies and techniques used by organizations and groups with similar structures and goals provided a roadmap for constructing a functional and meaningful strategic communication plan for LDAC based on the findings from this study.

Degree

M.A.

Advisors

Luo, Purdue University.

Subject Area

Behavioral psychology|Economics|Hispanic American studies|Political science|Psychology|Sociology

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