NYC Mayor Mike Bloomberg's efforts to appeal to his city's Latino population continue. According to Newsday, Bloomberg made an appearance yesterday in very Dominican Washington Heights, where he has a campaign office, to unveil his new (leased) bus:
Bloomberg toured the half-bus, half-platform white monstrosity, but opted not to test his popularity by tooling around the city's best-known Dominican neighborhood.
Newsday also reported:
Bloomberg intoned his Spanish slogan "Lo mejor está por venir" ("The
best is yet to come") while a small crowd of supporters chanted
"¡Cuatro años más!" - "Four more years!"
The mood, brightened
by a salsa band, was festive but the mayor's courting of
Spanish-language voters, especially Dominicans, is crucial to his
re-election efforts. He was joined by ex-congressman Herman Badillo,
former Giuliani official Ninfa Segarra and Bloomberg's top Dominican
organizer, Fernando Mateo.
Yes, we are definitely at the point where we can say that the Republican non-Latino candidate is trying to out-Latino his Latino opponent via broken Spanish, salsa bands and Dominican community organizers. These, indeed, are interesting times.
According to Newsday, opponent Ferrer did not find the stunt amusing:
"I certainly encourage the employment of more Latin bands in this
city," Ferrer said of the Bloomberg-hired musicians. "I don't need a
band or a bus to introduce me to the people of Washington Heights. ...
I suggest to the mayor that next time he comes to Washington Heights,
he ought to linger a little while and learn more about the
neighborhood."
That's fair. But what I want to know is what (beyond yelling "I'm a real Latino from the barrio" or "Listen to my bad Spanish and enjoy some salsa with me on my big white bus") are either of these candidates actually committing to with the Latino community? I read about this tug-of-war with the Latino community almost daily, and I never hear any issues brought up.
Maybe it's time to stop the fanfare and the folklore, and start appealing to the needs of the community you are looking to target. At risk of sounding too tough, I find the whole Salsa thing, the "I'm more Latino than you are battle" to be very condescending, and merely short-cuts into the hearts of the Latino community via "what we think they'll respond to without really asking". And although I believe speaking the language is of utmost importance, I think speaking about what matters to these people counts more.
Salsa, while a great antidote for some minor problems, does not fix everything. And at the end of the campaign, when the bus has been returned and the votes have been counted, will either of these guys still be as enthusiastic about the Latino community? Wait and see.
Read another post about Bloomberg's appearance on Gothamist.
Not only that, Salsa -with deep roots in New York- has oficially become the music of Latinos in NY and probably other parts of the US, no surprise it's trendy. (Images of drunken Sex in the City characters shaking shoulders and hips on Salsa Club dance floors come to mind.)
It's sort of like what mariachi music has become in the Mexican-predominant Southwestern USA. There's the terribly hackneyed assumption that ALL Mexicans, on either side of the border, grew up listening to it.
Salsa's great, no doubt lots, maybe even most Latinos all over world really identify with it, but if you're going to use something as emotion-provoking as music in a political or marketing campaign, wouldn't it be a coup to do some really specific tayloring and hit home in a Dominican neighborhood by way of Merengue and Bachata???
Posted by: Ojo | August 17, 2005 at 10:06 PM
While I think it would have been wiser for Mr. Bloomberg to have chosen music more tailored to the Dominican constituency, let's note that Mayor Bloomberg won re-election. And, against a hispanic at that. I agree Jennifer, that we must be vigilant, we deserve the thoughtful reflection and sincere effort of all those who seek to benefit from us, be they marketers or politicians. But, the lack of real substance and addressing of issues is politics as usual. This is not a "Hispanic" issue...
Let's not forget too, that a short time ago there wouldn't have been a stop in this "barrio" at all. I remember growing up in a Chicago suburb that was predominently Irish and you made a point of not mentioning your hispanic roots, out of fear. We've come a very long way!
That said, I am grateful that there are people out there, like you. Holding people's feet to the fire when they come looking for our support and dollars. We've all got to learn to walk our talk!!!
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