Up for Grabs: The Latino Vote in NYC
Just one-third of all New York City (NYC) residents eligible to vote in the city primary races were expected to head to the polls on Sept. 10th. For one of the leading Democratic mayor hopefuls—Public Advocate Bill de Blasio, City Council Speaker Christine Quinn and former City Comptroller Bill Thompson—the city’s 2.27 million Hispanic residents, 23% of whom may cast their ballots, could have been holding the trump card.
The winds of fortune have a way of shifting for mayoral candidates. Just six weeks ago Anthony Wiener, the scandal-ridden former U.S. Congressman was running neck-and-neck with Quinn and leading overall current favorite de Blasio among Hispanic voters according to an NBC 4/Wall Street Journal/Marist poll.
What does social media tell us about the NYC Hispanic community and voter preferences? Our NetBase snapshot of Democrat Latino voters reveals what they are discussing and where, as well as hot button issues:
- Hispanics discuss everything in social media—in blogs, on Facebook and via Twitter
- Mayor Michael Bloomberg’s controversial “Stop and Frisk” policy has been vilified as racist policy by the current candidates
- Disappointment over Mr. Wiener’s shameful fall from grace, especially given the escalating scandal about the release of more “sexting” tapes
- Frequently mentioned “Esposa”—wife—noted the high visibility of de Blasio and Wiener spouses
- Favorable sentiment for de Blasio’s proposal that employers offer $120/month rebate to employees who ride a bike to work
- Mayor Bloomberg’s contentious ban on “giant” sugary drinks
- Climate change and recent Bloomberg proposal to construct sea walls and dikes
- Bloomberg campaign to eradicate illegal weapons
- Immigration, as well as educational reform continue to be significant issues (as as we saw in the last Presidential campaign)
While Bloomberg may have stolen some of the news reporting thunder this past weekend—accusing de Blasio of running a “racist” campaign, for example— the NYC contenders for mayor continue to pound the pavement and press the flesh with their wives and children in tow, all the while taking take pot shots at each other in classic NYC style.
The NetBase Hispanic theme threads intimate a certain nostalgia for outgoing Mayor Bloomberg, and even suggest a sentiment that the Democrat primary will be a referendum on which mayoral candidate will be able to maintain or, perhaps, out-do the accomplishments of the Bloomberg administration. Significantly, Hispanic social media threads are in real-time and sentiment indicators call for the candidates to take heed of resonating issues among Hispanic voters as November approaches. And to up the ante, the contenders might want to think about beefing up their social media presence and engagement with Latino constituents.
Global social media analyst, research strategist and localization expert. Delivers global social media brand audits, analytics, brand innovation, media tracking. NetBase partner, leverages award-winning NLP platform Insight Composer to deliver global brand insights and analytics in 40 languages. Yogini, linguaphile, passionate about global cultural research, social brand innovation, ...
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