Does Language Matter? The Impact of Spanish Versus English-Language GOTV Efforts on Latino Turnout

Abstract

Latino voters comprise a growing segment of the voting electorate, yet their levels of participation in elections lags behind the general population and even other ethnic and racial groups. Recent experimental studies have found mobilization efforts directed at the Latino electorate to boost electoral turnout in federal, state, and local elections. Over the past two decades, campaign organizations and operatives have been increasingly relying on the use of Spanish-language appeals to mobilize Latinos. Surprisingly, the impact of language use in targeting Latino voters has, for the most part, eluded scholarly inquiry. We conduct a randomized field experiment in which Latino voters were randomly exposed to a mobilization message in either English or Spanish. It is, to the best of our knowledge, the first randomized experiment to present a direct test between English- and Spanish-language appeals. The experiment was conducted in the context of a special election that took place in February 2009 to fill a vacancy on the New York City Council for District 21, located in Queens. The results from our field experiment suggest that both Spanish- and English-language mobilization have the capacity to boost Latino turnout. That said, English-language appeals were effective across the board for Latinos in our sample, whereas Spanish-language outreach was only effective among low-propensity voters and participants whose primary language was Spanish.