The “Winning Jobs Narrative” Is Effective at Convincing Battleground Latino Voters to Support Biden
By Tenneth Fairclough II, Isa Alomran, and Evangel Penumaka
In a survey conducted in October 2023, Data for Progress, in partnership with Equis Labs and Somos Votantes, evaluated how registered Latino voters in four key battleground states — Arizona, Florida, Nevada, and Texas — respond to various messages in support of President Biden. The survey was offered in English and Spanish. Using a MaxDiff scoring model, these messages were ranked to assess which messages are most effective at convincing Latino voters in the selected battleground states to support Biden.
The survey finds that a “Winning Jobs Narrative” — which centers working people as the heroes of the story and engines of the economy, with the government playing a supporting (not starring) role — ranked among the most convincing messages. Specifically:
Messages that center working people and their families are more effective than messages that do not.
Messages that center an audience that includes, but is not limited to, Latinos — such as “working people, including hardworking Latinos” — are highly convincing.
Latino voters are more responsive to messaging centered around the economy and their families than other messages.
Messages that frame the government as a supporter and enabler of working people to succeed in the American economy resonate with battleground Latino voters — consistent with findings from other message testing on the Working Jobs Narrative.
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