Visual Language: Rhetoric Audience Research

I decided to go with the Latino demographic for my audience research.

1. what are some predominately shared values of this group?
- family, family loyalty
- collectivism (group needs take precedence over the needs of the individual)
- for some generations: religion

+ respect, spanish language & maintaining cultural practices


2. what political policies/issues are particularly important to this demographic in this election?
- education
- health care
- immigration
- economy
- war

"Asked about their biggest concerns, 55 percent said the economy, followed by the war in Iraq (34 percent) and illegal immigration (25 percent)."

"Like any other American community, the Latino community is concerned with issues like education, health care, economic issues, and the war, and we are more sensitive to the immigration issue."

"the Hispanic community is diverse and voting interests are not homogenous. Hispanic immigrants originate from more than a dozen different countries, arrived in the U.S. through numerous immigration waves and have different perceptions of communal identity."

+ crime, concerns of terrorism, education (quality education for children, quality & affordable), dependable economy to enhance the standard of living for themselves & future generations. in relation to conservative values: opposed to abortion, gay marriage & raising taxes. a clear majority do not adhere to war/religious & church/state issues proposed by democrats. (www.christianitytoday.com)


3. are there any cultural references your demographic identifies with?
- Latino music & dance
- Popular latino actors/actresses
- Day of the Dead/Dia De Los Muertos (imagery wise, it's very identifiable)
- Festivals/Holidays such as Cinco de Mayo (involving food, music, dancing, etc.)
- Just throwing this out there, but... Lucha libre?

+ Jennifer Lopez, Manny Ramirez, George Lopez, salsa/music dancing, craft art, univision, telemundo, latina magazine


4. what does their graphic landscape look like?
home decorations (bright colors/decorative), spanish architecture, handmade (rugs, baskets, etc), craft art










5. what are the issues cited for this group not voting?
- too busy; conflicting schedule
- voter registration problems
- illness or disability
- not interested
- did not like candidates or campaign issues (aiga document)

- youthful demographic: a third of the population was too young to vote at the last election.
- voter registration: non-citizens are unable to register and vote
- politicians run campaigns knowing that some cannot vote

+ felt it wouldn't make a difference, forgot


Sources: CNN, Hispanic Culture, Latino Parents/Families, Newsweek, NPR, The Tribune, The Washington Post