The outreach to Latino voters by both Republican and Democratic campaigns in key battleground states, including Pennsylvania, has become noticeable this year. Pennsylvania, a state with 19 electoral votes, has a sizable Latino community, with 53% being Puerto Rican. Both Vice President Kamala Harris and former President Donald Trump have been attempting to connect with prominent Puerto Rican voices in the culture to court this community. In August, Puerto Rican reggaeton artists Anuel AA and Justin Quiles endorsed Trump at a Pennsylvania rally, with Anuel AA stating that Trump wants to help Puerto Rico grow and succeed as a country.
The endorsements by Puerto Rican artists for Trump have sparked backlash on social media, with fans and fellow Latino artists criticizing the artists for endorsing Trump. The Democrats have also been courting the Puerto Rican community, using Puerto Rican actors who support Harris to rally support in Pennsylvania. The artists endorsed Harris on the seventh anniversary of Hurricane Maria’s devastation of Puerto Rico, reminding the crowd of the Trump administration’s response to the hurricane, including withholding hurricane aid for three years. Trump had made disparaging remarks about Puerto Rico and its residents during the aftermath of the disaster.
Criticism has been leveled against the artists who endorsed Trump, with social media pages being flooded with comments calling them sellouts. Experts note that issues related to Puerto Rico and the Puerto Rican community strongly resonate with Puerto Ricans in Pennsylvania. Different Latino surrogates have been backing each campaign, targeting specific audiences within the Latino community. It is noted that the dream endorsement would be Bad Bunny, a global superstar who has crossover appeal as a mainstream cultural icon.
Polling has shown that Trump is gaining more support among Latino voters, particularly targeting persuadable Latino voters on the margin, such as younger Latinos. Trump’s wider message is resonating with Latinos, with 40% of Latinos backing Trump in a recent poll. Harris, on the other hand, has not articulated specific plans for Puerto Rico, and the Biden administration has faced challenges in addressing the island’s needs. Puerto Ricans also want the government to crack down on wealthy American tax dodgers speculating in real estate in Puerto Rico, driving up housing costs for islanders.
The outreach to Puerto Rican voters in Pennsylvania is crucial, as these voters want to be engaged authentically and yearn for more outreach from both campaigns. Both parties need to invest more in direct voter contact that is culturally competent and resonates with this particular kind of Latino voter in Pennsylvania. It remains to be seen whether the endorsements by Puerto Rican artists will have an impact on the outcome of the election, but they demonstrate the different strategies being employed by the parties to mobilize Latino voters to the polls.
