The Latino community becomes key for the elections in the U.S. in 2024.

The Latino community in the United States is emerging as a decisive sector in the upcoming elections due to its increasing number of eligible voters. With a projected increase from 27 million in 2016 to 36 million in 2024, this population becomes a primary target for political parties, especially the Democratic Party, which seeks to effectively capture their attention and support. In this context, streaming platforms like ViX from TelevisaUnivision are emerging as strategic tools for political propaganda. Wave Davis, CEO of ViX, has noted that the recent reconfiguration of the Democratic Party, following Joe Biden's exit from the presidential race and Kamala Harris's entry, presents a "huge need" to connect with the Latino electorate in the coming months. This urgency is evident in a political environment where the Latino vote could be the decisive factor in the election of senators and members of Congress. Adapting the campaign to this new landscape is crucial to mitigate the potential influence that former President Trump could wield. Interest in the Latino vote has grown in parallel with unprecedented attention to the ongoing elections. Davis emphasizes that Democrats are in a position that could facilitate an increase in fundraising specifically for messages aimed at this segment of the population. This strategy not only seeks to garner votes but also to strengthen the party's image among Latinos, who in past elections have shown to be predominantly favorable to the Democrats. An analysis by the Pew Research Center reveals a clear trend: in 2020, 61% of Latino voters opted for Joe Biden, reinforcing the importance of this group in the U.S. electorate. However, the margin of voting was narrower compared to previous elections, indicating that Democrats must work to solidify their support and prevent it from shifting to the other party, especially in a polarized political climate. Investment in digital platforms has taken center stage in the advertising strategies of political parties and brands. As traffic to these platforms surpasses that of traditional media like television, it becomes imperative for Democrats to leverage this channel. ViX's ability to target a Latino audience gives it a significant advantage in disseminating political messages that resonate with the concerns and aspirations of this group. Claudia Benassini, a digital media expert, emphasizes that the effectiveness of the Democratic Party's strategy will depend on how these resources are utilized. Well-targeted advertising and informative programs that generate empathy with the electorate are essential for the message to resonate deeply within the Latino population. This involves not only a focus on communication but also a profound understanding of the diversity present within the community. Univisión, the predecessor of TelevisaUnivision, has accumulated vast experience in campaigns directed at Latinos. However, the current complexity of the electorate demands that messages be inclusive and consider the different identities and feelings of belonging that exist among Latinos, including those who identify more with American culture. In this context of increasing electoral competitiveness, parties have ramped up their advertising spending. According to Davis, investment in this sector has grown from $10.2 billion to $10.7 billion, illustrating the parties' commitment to capturing the attention of potential voters. A significant portion of this investment could be directed toward streaming platforms like ViX, which represent not only an advertising space but also a direct communication vehicle with an audience seeking relevant and accessible content. The convergence of technology and politics is shaping new dynamics in electoral communication. Parties must adapt to a landscape where Latinos are not only voters but also content consumers. With a well-planned strategy and the proper use of platforms like ViX, it is possible for the Latino vote to play a leading role in the upcoming election, marking a milestone in the political history of the United States. Thus, the intersection between entertainment and politics could redefine not only the future of the Democratic Party but also the representation of the Latino community in the public sphere.