In 2000, Cuban-Americans represented 70 percent of Florida's Hispanic electorate. Today they make up less than half of the Latino electorate in that state, largely attributable to a large influx of new voters originally from Puerto Rico, Colombia, Venezuela and other Central and South American countries. The result: Florida's Hispanic demographic is increasingly reflective of the transformation the Hispanic community has undergone across the country - increasingly diverse and not as party-loyal. As a result, both political parties are working to win over what Newsweek called the "Latino mix" in a piece today by Arian Campo-Flores. NDN has analyzed the trend of Florida's Hispanic population becoming more diverse and less affiliated with the Republican party for years, and conducted a major poll in Florida in 2006.
It is Hispanics who make Florida increasingly relevant this year. By all accounts, U.S. Sen. John McCain would not have won the Florida primary - and thus would probably not have been his party's presidential nominee - had he not won the 54% of the Hispanic vote that he won in the Republican primary election, while he only won 33% of the white vote and took that election with 36% of the vote overall. Thus, U.S. Sen. Barack Obama is fighting in Florida, just today President Bill Clinton - loved by Hispanic Democrats and many overall - was campaigning for him in the state. As explained in Newsweek by our friend and collaborator, Sergio Bendixen:
"Now they need to have a domestic message"-terrain that favors Democrats these days. If he manages to capitalize on the opportunity, Democratic Sen. Barack Obama could outdo John Kerry's performance in 2004, when the Massachusetts senator captured 44 percent of Florida's Latino vote. "If [Obama] gets 55 percent, then he would pretty much ensure winning the state," says Sergio Bendixen, a pollster for the New Democratic Network (NDN) and expert in Hispanic public opinion."
And that is the relevance of the Latino Mix. As NDN explains at length in Hispanics Rising II, party ID among Hispanics can change very quickly, and this election in particular does not favor the party in the White House. Republican anti-immigrant campaigns have been perceived as anti-Hispanic, Latinos have the highest rate of unemployment as a result of this economic crisis, and the latest - now minorities are being blamed by right-wing conservatives for the housing crisis. 2008 primary exit polls showed a 66% increase in Hispanic turnout in Democratic primaries and Hispanic party ID became 72% Democrat, while in 2004 it was closer to 60%. Our latest polling data shows that the Presidential race among Hispanics in Florida is in a dead heat - 42% favoring McCain and 42% favoring Obama.
The question remains - as Florida's Hispanic electorate grows and becomes more complex, who benefits? I would say Hispanics do. The reality of a more complex demographic is that to win Florida, John McCain and Barack Obama will have to do so based on the strength of non-Cuban Hispanic support.