The Latino Century: How America's Largest Minority Is Transforming Democracy

by Mike Madrid Narrated by Lee Osorio

Overview

An insightful investigation of how and why the two major political parties have failed to appeal to the Latino vote-the largest ethnic voting group in the country-and the impact it will have on American democracy and politics for decades to come.

In 2020, Latinos became the second largest ethnic voting group in the country. They make up the largest plurality of residents in the most populous states in the union, as well as the fastest segment of the most important swing states in the US Electoral College. Fitting neither the stereotype of the aggrieved minority voter nor the traditional assimilating immigrant group, Latinos are challenging both political parties' notions of race, religious beliefs, economic success, and the American dream. Given their exploding numbers-and their growing ability to determine the fate of local, state, and national elections-you'd think the two major political parties would understand Latino voters. After all, their emergence on the national scene is not a new phenomenon. But they still don't.

Republicans, not because of their best efforts but rather despite them, are just beginning to see a movement of Latinos toward the GOP. Democrats, for the moment, still win a commanding share of the Latino vote, but that share is dwindling fast. Now, in The Latino Century, veteran political consultant Mike Madrid uses thirty years of research and campaign experience at some of the highest levels on both sides of the aisle to address what might be the most critical questions of our time: Will the rise of Latino voters continue to foment the hyper-partisan and explosive tribalism of our age or will they usher in a new pluralism that advances the arc of social progress? How and why are both political parties so uniquely unprepared for the coming wave of Latino votes? And what must each party do to win those votes?

By answering these questions, The Latino Century explores the true meaning of America at a time of rapid cultural change, the founding principles of self-government and individual responsibility, and one man's journey through a political party that has turned itself inside out.

Editorial Reviews

Washington Post Book World

"A book for anyone who cares about Latinos, not just as a voting bloc but as the minority group that’s on track to become the largest in the country."

From the Publisher

In the right hands, with the skill and courage to wield it, this book is a weapon for winning—not just campaigns, but the battle for the soul of our nation.” —Ron Steslow, cofounder of the Lincoln Project

“America is changing and for Mike Madrid, this American century will not be just black and white, it will be a Latino one! In The Latino Century, Madrid reveals how the growing political influence of Latinos is already writing compelling new chapters in America’s story.” —Michael Steele, former RNC chairman

“Provides extraordinary insight into America’s fastest-growing segment of voters, and thus a detailed road map of where America’s democracy is headed. Politicians in both parties would be wise to read it and take heed.” —George Conway, cofounder of the Lincoln Project

“The Latino Century offers a hopeful perspective on how Latinos are revitalizing the very idea of America.” —Antonio Villaraigosa, former mayor of Los Angeles

“Mike Madrid knows what he’s talking about—and what the rest of us should be thinking about. The Latino Century gets right what the media and politicians and consultants on both sides get wrong. A timely and compelling read.” —John Pérez, former speaker of the California State Assembly

“A brilliantly written, must-read book for anyone who wishes to understand the enigmatic, dynamic, diverse, and growing Hispanic community. Offers a comprehensive assessment of the beauty and challenges facing those who want to reach this amazing community.“ —Rosario Marin, first and only immigrant woman treasurer of the United States

“The Latino Century is a wake-up call to both political parties and they’d best pay attention.” —Jim Brulte, former California Republican Party chairman and Senate leader

“Mike Madrid has few peers understanding the dynamic and often misunderstood Latino political community. This is the first serious book documenting the American experience of Hispanic/Latino populations.” —Shawn Steel, RNC committee member and former chairman of the California Republican Party

“Written by the most talented data analyst in politics, The Latino Century shares not only Mike Madrid’s thirty years of experience in political data, but an in-depth examination of where both major political parties have failed Latino Americans and what they must do to win them over.” —Jennifer Horn, cofounder of the Lincoln Project

“Should be on the desk of every campaign manager, on every political science syllabus, and read by every business leader wanting to tap into the latino market." — Sofia Kinzinger, Former Press Secretary to Spanish Language Media for the RNC

Kirkus Reviews

2024-04-05
A political consultant’s thoughts and predictions regarding America's increasing Latino population.

A self-proclaimed “political data guy,” Madrid, co-founder of the anti-Trump Lincoln Project, has amassed compelling statistics on voters generally and Latino (the term the author prefers over Latinx, “a political term, not a community term”) voters in particular. The author attempts to synthesize decades of experience in service of understanding and engaging Latino voters, who have been ignored or taken for granted, misrepresented, and, perhaps most critically, left uncompelled by either of America’s major political parties to participate in the civic process. The first half of the text is a sort of political autobiography, outlining Madrid’s Republican identity forged in the Reagan era, his campaign work in his home state of California and on the national level—which reached a crescendo during George W. Bush’s 2000 presidential campaign—and a defection from the GOP in the Trump years. Both Madrid's professional rise and his partisan disenchantment demonstrate his enthusiasm for the political process and his fervent belief in the power of the Latino community as a voting bloc. He issues calls to action for both Democrats and Republicans to acknowledge and court this power with aspirational messages and policies that address the needs of a rapidly assimilating group. However, chunks of text spent on details of political ad campaign purchases and quotes by the author in the press would have been better used fleshing out the meaning, context, and implications of Madrid’s data. The author struggles to convincingly support many of his most potentially insightful points—e.g., Latino voters’ rightward shift, ideas for engaging Latinos in swing states, and their relative prioritization of cultural or economic issues. Madrid’s detours stifle the potential for deeper analysis that he is in such a distinct position to provide.

Packed with interesting, useful information, but ultimately lacking cohesion.

Product Details

BN ID:	2940160574653
Publisher:	Simon & Schuster
Publication date:	06/18/2024
Edition description:	Unabridged
Sales rank:	933,546

Videos