Latinx Voters Want More Than Spanish-Language Catchphrases. Will Candidates Deliver?

Identity is messy, and there are few easy answers for political or corporate branding for any racial or ethnic group. Yet just as screaming “¡Latinx!” will not necessarily connect anyone with every person of Latin American descent in the U.S., yelling nonsensically in questionably articulated Spanish — forgive me, Español — won’t do the trick, either. But does a candidate’s grasp of the second most commonly spoken language in the U.S. matter? It depends when and where it happens.

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