Spanish and Portuguese Language and Literature Commons^™

Caudillos De La Misma Tela: Unveiling Neoliberalism In The 2020 Presidential Advertisements, Viviana Ayala Sandoval

Scripps Senior Theses

In the 2020 Presidential Election, Joe Biden and Donald Trump acknowledged the importance of the plurality of the Latinx community in the targeting of Latinx voters through the use of Spanish advertisements. This shift in political strategy as seen in the microtargeting of the Latinx community in the 2020 election was the first time that the Latinx electorate was treated as a political entity with diversity. In my semiotic analysis of the Biden and Trump 2020 Spanish advertisements, I seek to answer two questions. First of all: How was the Latinx electorate perceived by the Democratic and Republican campaigns in …