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The Bush and Gore Presidential Campaign Web Sites: Identifying with Hispanic Voters during the 2000 Iowa Caucuses and New Hampshire Primary

This study examines presidential campaign discourse addressed to Hispanic voters during the 2000 Iowa caucuses and New Hampshire primary. Burke's concept of identification is used to determine how candidates identified with Hispanics through (1) common association, (2) antithesis, and (3) subtlety or cunning. Results reveal that George W. Bush invested more in his Spanish Web site and differentiated more among distinct Hispanic populations to create identification with specific subgroups, while Al Gore presented a pan-Latino message. Overall, only four of the thirty-one analyzed messages focused specifically on mobilizing voters during the primary/caucus season.