Multiple Identification Targets in Examining Partisan Identification:A Case Study of Texas Latinos

Abstract

Partisan identification is a critical variable in understanding voters’ attitudes and behaviors. This study extends previous research on partisan identification by examining multiple identification targets that may influence citizens’ interpretations of and responses to partisan messages. Based on a survey of Texas Latino U.S. citizens, the study found that (a) Texas Latinos’ party identification is complex, relating to other identification targets; (b) Texas Latinos only modestly identify with political parties; and (c) the strength of Texas Latinos’ identification with the Democratic Party is questionable, especially among the youth. The study encourages scholars to use multiple identification targets as a theoretical framework for examining identification in political communication studies.