Abstract
Deracialization literature has a rich history, but it has generally focused on local-level black candidates in nonpartisan environments. This article extends the deracialization literature to a competitive statewide context and focuses on Latino candidates, offering a broader partisan environment where established deracialization theory and voter response are tested at the individual level. Both John Salazar’s and Ken Salazar’s successful 2004 campaigns for national office are explored using qualitative and quantitative data. The combined approaches yield evidence that Latinos in competitive partisan environments are influenced to deracialize their campaigns and that conservative non-Latino voters are positively and significantly influenced by these nonracial messages.
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