Verde Por La Gente: How Latinos Are Moving Beyond The Democrats and Republicans

An in-depth critique of how mainstream media distorts Latino political behavior and why disenfranchised voters are seeking alternatives beyond establishment politics.

The narrative around Kamala Harris’s struggle with Latino voters, particularly Latino men, reveals a broader disillusionment with the Democratic Party’s inability to connect with this vital demographic. Despite media outlets like MSNBC and CNN framing Latino men as gravitating toward conservatism and even Trumpism, the reality is more complex and embedded in a deep dissatisfaction with neoliberal politics. The media’s oversimplified portrayal serves to obscure the failures of establishment politics, particularly those of candidates like Kamala Harris.

Media’s Manipulation and Propaganda Techniques

Mainstream media’s reduction of Latino political behavior to “conservatism” utilizes several propaganda techniques. One of these is the “artificial dichotomy”, which forces a binary interpretation of Latino voters: either they align with the Democratic Party or they’re “becoming conservative” because they do not. This narrow framing distorts the political landscape, where nuanced reasons for disenchantment exist beyond simplistic categories .

The Democratic Party’s reliance on identity politics, coupled with superficial outreach efforts, often fails to address the core issues that matter to Latino voters. Data supports this: Hispanic voter turnout reached historic highs during the 2020 election, with nearly 16.6 million Latinos casting their ballots. However, a large segment remained under-engaged, reflecting deeper systemic frustrations rather than ideological shifts . Studies suggest that establishment Democrats repeatedly fail to gain traction with Latino voters by pushing candidates like Harris, who are perceived as emblematic of the status quo.

Bernie Sanders and the Smear Campaign

Latino support for Bernie Sanders highlighted the desire for more progressive, grassroots candidates who address economic inequality, healthcare, and immigration reform in ways that establishment Democrats have neglected. Sanders’ overwhelming popularity with Latinos during the 2020 primaries was met with resistance from the party elite, who preferred more moderate figures. The smear campaign against Sanders mirrored what is now happening with Latino voters. Instead of acknowledging the systemic issues driving political disengagement, media outlets resort to stereotyping and vilifying Latino men as inherently conservative.

The media’s use of “name-calling” and “scapegoating” fuels this narrative by blaming Latino voters for the failings of establishment candidates like Harris. The recurring theme in mainstream discourse is that Latino men are somehow betraying progressive values by not supporting these candidates, when in reality, they are rejecting candidates who fail to advocate for their needs.

The Need for a Third Party: Verde por la Gente

This disenchantment speaks to the necessity of alternative political solutions. The growing sentiment among Latinos that neither major party represents their interests is reflected in the call for a third-party movement, like the Green Party, which has roots in community organizing and grassroots activism. This shift underscores the increasing visibility of leftist movements within Latino communities, seeking more substantial representation beyond the two-party system.

Historically, third parties have struggled for national relevance, but local elections have shown that building a viable third-party infrastructure can be crucial for communities feeling neglected by the larger political machinery. The 2016 election, which saw third-party votes surge in key states, serves as a reminder of the potential power such movements hold in shifting the national conversation . Moreover, the Green Party’s emphasis on environmental justice, economic equity, and healthcare resonates strongly with working-class Latinos, who often bear the brunt of environmental degradation and economic disparity.

Conclusion

The portrayal of Latino men in the media as conservative-leaning ignores the broader narrative of political abandonment and disillusionment with establishment candidates. The Democratic Party’s failure to offer meaningful alternatives to its neoliberal candidates, despite overwhelming support for figures like Bernie Sanders, speaks to a disconnect that the media is reluctant to address. Propaganda techniques further distort the conversation, framing Latinos as outliers or betrayers, when in fact they represent a growing political consciousness seeking representation beyond the traditional two-party framework.

Ultimately, the call for third-party alternatives reflects a frustration with the status quo and a recognition that true change requires stepping outside the confines of mainstream political narratives. The future of Latino political engagement may well depend on the success of grassroots movements that prioritize the needs of la gente, rather than the preservation of an establishment that continuously fails to listen.

Sources

• Britannica. “Propaganda – Persuasion, Techniques, Messages.” Encyclopaedia Britannica, 2024.
• Gutierrez, Felix. Through Anglo Eyes: Chicanos as Portrayed in the News Media. California State University, Northridge, 1978.
• “Latin American Philosophy.” Internet Encyclopedia of Philosophy.
• Mambrol, Nasrullah. Chicano/a Studies – Literary Theory and Criticism. March 2019.
• “Propaganda Techniques – U.S. Army Field Manual.” US Army Field Manual, 2018.
• “Stanford Encyclopedia of Philosophy. “Latin American Philosophy.” Revised April 2018.