Hay Caramba: How to attract Hispanic voters

Hispanics want politicians who talk about the important issues, not just pander to their culture.

FROM DROPPING CHALUPAS to dropping Spanish lingo by presidential candidates, Hispanics are the hottest demos going. They've played an important role in politics, long before Bart Simpson made "Hay Caramba" a household phrase. Cesar Chavez and the California icampesinoi struggle back in the '70s come to mind. Now, "Latino-Americanos" are stepping up to the plate, playing major league politics.

In order to win the Hispanic vote, both presidential frontrunners have a section of their Web site dedicated to the Spanish speaking. The famous Mexican outlaw-turned politician, Pancho Villa, may be laughing himself to a second death seeing his "compadres" courted by "gringos."

But before any future White House resident gets the illusion that perhaps a few rehearsed Spanish words will help him win Hispanics over -- No Way Jose. According to one recent analysis, Hispanics are projected to cast 5.5 million votes in next year's presidential election. In the year 2050, the Hispanic population in the United States will rise to 95 million, or about one in every four Americans.

Madison Avenue knows what most studies suggest -- Latinos are dedicated to their family. Sooner or later, expect Master Card to come out with a commercial that goes something like this: "One mariachi band ... $400 ... One pinata ... $25 ... a Mexican buffet with tamales and tacos ... $200 ... a quinceanera (15th birthday) for your daughter ... priceless." It's that emphasis on family to which politicians need to pay close attention. Hispanics want candidates who talk about the issues, not just pander to their culture.

Republicans and Democrats alike are still scratching their heads wondering how California senatorial candidate Ron Unz was able to pass bilingual education reform. Democrats accused proposition 227 of being a disaster for California education. Republicans came out in support of bilingual education because they were suffering from "Wilsonism." But Hispanics overwhelmingly came out in support of prop. 227 because they saw it as the best way to have future generations better prepared. Also, those family members who voted for reform know exactly what a recent study sponsored by Scripps Howard News Service reveals: Hispanics have fewer years of schooling than other groups. Hispanic leaders know improving educational achievement will be the best way for the next generation of Latinos to have political influence.

That is why school choice could be one of the most important issues presidential candidates can take up next year. This is a bipartisan issue being championed by both sides. Take Milwaukee, Wisconsin for instance. Democrat Mayor John Norquist says the school voucher idea is no longer debated in Cheesetown, but rather supported by parents out of desire for children to do better. Norquist insists the best place for education should be in the inner city, and choice has become a way to help parents seek what they want. It just so happens that the same Scripps Howard study cited earlier also finds the Hispanic population concentrated in cities. Only 6 percent live in rural areas. According to the Census Bureau, over the next 20 years, Hispanics are projected to be responsible for 44 percent of the nation's growth.

So, candidates, you may talk the Mexican walk, but just like the American cavalry which chased Pancho Villa to no avail, don't run around in circles. If you want to win Hispanics over, talk about issues which will help their families get a better life. In the 70s, it was Chicano power, but in the millenium, the motto will be "La Familia."

J. Israel Balderas is an anchor for America's Voice.

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