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

by Mike Madrid

An insightful investigation of how and why the two major political parties have failed to appeal to the Latino vote—the second 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 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.

Genres: Nonfiction, Politics, History, Audiobook

272 pages, Hardcover

Published June 18, 2024

Reviews

[Bookworm · Rating 3 out of 5]

Spotted this at random and decided it would be a good reads. I had seen his name around, was vaguely aware he does work around elections but was not specifically familiar with Madrid. But I've seen him more active on social media (perhaps the way my feeds work, etc.) so it seemed like it would be a good idea, considering the stakes of the election and how Latine voters could be a deciding factor.

Madrid walks us through his life and how he worked for the Republican Party, including his own personal experiences, many of which would likely be shared by other Latine But he also takes us to the heart of the problem: unfortunately, this is a group whose main concerns are stereotyped as stuff like immigration when, just like any other group, they are also concerned with how to get food on the table, how to pay the bills and the like. You know, just like any other "American."

If you've kept up with demographic changes, elections, etc. then you probably won't be surprised by a lot of what's in the text. It is yet another voice telling us that we need to stop treating Latines as a monolith, that they also have concerns that overlap any other voter, etc. and to focus on that instead. And that this is a group of voters that will look different in Florida vs. Texas vs. Colorado vs. California, etc.

I do have to agree with the criticisms, though. Too much of the book is taken up by his own personal story. Which is important, but it also wasn't the original premise of the book. As a pollster, perhaps he is better suited to writing polling memos analyses and could have used a better editor.

It is important and don't let the criticisms deter you. As the country changes and how we vote, live, work, etc. all change, it is always good to have stories like this, especially as someone who is perhaps "stuck" as the party he once knew really isn't the same (never was). If you are interested in elections and how they intersect with the Latine demographic in the US this isn't a bad book.

Borrowed from the library and that was best for me.

[LYNN B. NEAGLEY · Rating 5 out of 5]

An important and engaging book. While those with an interest in current affairs and polling data will appreciate Madrid's expert and fact based analysis, readers with an interest in American/Southwestern history-political and otherwise -will also find plenty to enjoy.
The transformation of our Democracy is happening and will continue to do so. The author outlines the many positives of this Latino Century, especially if our political parties and society bow to the inevitable and recognize these changes versus living with an outdated image of our American story.

[Tomas Alberto Avila · Rating 5 out of 5]

Great Read and Practical Advise

I thoroughly enjoyed reading *The Latino Century* by Mike Madrid. Having ventured into Latino politics in Rhode Island during the 90s, much like he did in California, I found myself very familiar with the experiences he describes. Partnering with emerging Gen X leaders like him, I witnessed the evolution of young Latinos into today's American leaders.

I decided to purchase this book after hearing Mike's intriguing interview on PBN. The book did not disappoint; it provided new perspectives on the future of Latinos and the USA.

I highly recommend *The Latino Century* to anyone interested in the Latino community and the future of our great nation.

Tomás Ávila

[Monica · Rating 3 out of 5]

Reading this reminded me of a scene from the first episode of The Sympathizer:
“I was fascinated and repulsed—“
“That's what it means to love America.”


Fascinated and repulsed was how I felt reading this book. It was an amazing look into how to run a campaign, how to really understand the demographic you’re trying to sway, how to strategically target a niche to win an election …

But you know what it didn’t have a whole lot of? How to make effective policy that actually changes people’s lives for the better. How to improve the democratic process for your candidate’s constituents instead of gaming the broken democratic system. I get it. That’s not this guy’s story.

I don’t agree with a lot of Madrid’s political views, and I don’t agree with the methods by which he has asserted influence. I can, however, respect his commitment to his community and I can appreciate his sharp insights into how the political game is played.

In a time where vitriol reigns and an intense tribalism stymies communication, I can at least have a conversation with someone like the author - where we may disagree on how to solve a problem, but we can at least agree that there is a problem in the first place.


Companion reads: The Hispanic Republican by Geraldo L. Cadava and George Lakoff’s Don’t Think of an Elephant.

If you’re liberal (as I am lol), I’d strongly recommend Cadava’s book. It makes for a good primer … or palette cleanser haha.

[Rebecca Wilkins · Rating 5 out of 5]

An article in my newspaper from The Los Angeles Times struck my attention about California Latino Voters being diverse. It was written by Mike Madrid, a Latino Republican journalist, political operative and co-founder of the anti-Trump Lincoln Project. Still trying to understand the elections of Trump and the number of Latino voters supporting him, I read the article and saw that Madrid had written a book THE LATINO CENTURY which I ordered. I am giving it 5 stars and recommending it to others. It has helped me to understand the Latino population in a more clear manner. Instead of lumping them in with all other people coming from Spanish language countries, we need to see who they are. Living in the West which was first settled by Spanish and Mexican people it is we white Easterners who are the newcomers perhaps even the "immigrants". Not enough credit has ever been given to the indigenous people and the early arriving Spanish. The Mexican-American Latino people are the largest growing demographic in the country. It is something Westerners are used to but doesn't seem to be understood by the politicians currently trying to deport any brown person. What Madrid points out is that most Latino voters of Mexican heritage are NOT immigrants but 2nd and 3rd generations. These younger people identify as Americans not hyphenated Americans. They are more economically concerned. The Democrats have treated them all as immigrants and the GOP as enemies who are brown. Nobody has addressed their real economic concerns.
Madrid points out that the immigrants are more optimistic about the United States than the older white population. Their optimism has not been acknowledged as something we all need to find. I had such high hopes with Kamala Harris' smile and outlook that we could move past the fear and hatred that is personified in Trump. We need to find trust in our country and each other.
Madrid talks about pluralism versus tribalism. He says that we have to move away from the strong individualism that has marked tribalism to a more open and accepting family with more in common than not.
In my old age I am getting acquainted with some Gen Z kids and Millennials and I so want to hope that their future will be filled with less fear and hatred and more acceptance and connection to each other. I have seen David Brooks trying to address our need to reconnect and reach out to each other with positivity and the always wise insight Pete Buttigieg brings to the conversation about truth and trust.
Madrid speaks about the 2nd and 3rd generations of Latinos and I paused to think I am a 12th generation from my first immigrant and if I therefore represent an American, I want to be one that is accepting of all and hopeful that we can be the country our ancestors wanted to believe it was--a land of opportunity for all.

[Chris Jaffe · Rating 4 out of 5]

Madrid is a longtime Latino pollster for the Republican Party who became (and remained) a Never Trumper. This book is his understanding of the Latino voting community and what both political parties and mainstream America overall doesn't seem to get about them.

Short version: Democrats tend to view them through the lens of oppressed minorities and tie their appeals to them through Spanish-language media and a focus on the issue of immigration. But the Hispanic community is increasingly native-born, and English-speaking Americans. Yes, immigration matters, but day-to-day issues like the economy matter more. Hispanics tend to be optimistic and don't like to see themselves (or have others see them) as some kind of victims. Madrid doesn't flat out say this, but it reminds me more of the experience of immigrant groups like the Italians a hundred years ago. Also, Democrats tend to focus their polling on heavily Latino urban communities and assume that tells you the "true" Hispanic mentality, when it leaves out so much. Thus you get Democrats badly missing the mark with Hispanic voters in 2016 and 2020 and 2022. There's a pattern there. Madrid thinks Gallego in Arizon is a sign of a Democrat who does it right with Latinos.

Republicans see Latinos as a threat. Madrid had to conclude with the rise of Trump that the racial grieveance angle among Republicans is heavier than he ever wanted to admit to himself. Trump's gains were because he focused on the economy, which helps him there. But his message would work better without Trump. That said, Republicans get it wrong, as they assume Hispanics will vote Republican due to abortion and Latino male traditions of machismo. Well, if Hispanic views on immigration are falling in line with white America, so are their views on abortion. Acculturation cuts both ways. And talk about machismo misses the historically significant role women play in Latin American political traditions.

He also has short chapters looking at the difference of Latino voters in Florida and North Carolina and Nevada and Arizona and Texas.

That said, it takes a while for the book to really kick into gear. The first half is Madrid's personal lifestory with some side info on Latino votes. Simply put, it's too much on Madrid personally for too long into the book. The second half is when this sucker really comes to life.

This book is a ton better than other books I've read in recent years on Latino voters (gives the stinkeye to Inventing Latinos by Laura E. Gomez, whose analysis prophecized a massive surge in Latino voters against Trump in 2020. Oops). This book's analysis appears to jibe really well with observed voting really of the last several years.

[Antonia ♡ · Rating 4 out of 5]

I thought this book was a very interesting read. With it being an election year, I just thought it would be interesting to learn something new relating to politics. This book was a great choice for that since Mike Madrid has years of experience relating to political analysis. He did a great job explaining the history of both parties as it relates to their attempts to gain the Latino vote and appeal to Latino voters. I appreciated that he gave an analysis of both parties. He's a Republican which of course could be seen throughout the book. However, he was also critical of the Republican party at times. For example, he's never been a supporter of Trump. I wouldn't say his account was unbiased of politics. However, it's very difficult to find anyone's views not shown in their breakdown of politics since most people tend to lean one way over the other.

I thought this book had a very important discussion as the number of Latinos in America continues to increase. I liked the author's discussion on how political views of Latinos will tend to shift as there are more and more second and third generation Latinos. Most interestingly, I liked that he mentioned the majority of Latinos consider the economy to be their top priority when voting and not immigration. I thought that was an interesting point to bring up since it shows how misunderstood Latino voters tend to be. The author did a wonderful job of highlighting key ways that both parties miss reaching out to Latino voters which often results in low voter turnout.

[Alfonso Perfferle · Rating 5 out of 5]

*5/5 Stars - A Groundbreaking Exploration of Latino Influence!*

"The Latino Century: How America's Largest Minority is Transforming Democracy" by Mike Madrid is a riveting and insightful masterpiece! This book shines a light on the profound impact Latinos have on America's future.

*Key Takeaways*

1. Comprehensive history: Madrid skillfully weaves past, present, and future Latino experiences.
2. Political analysis: In-depth exploration of Latino voting patterns and demographic shifts.
3. Cultural significance: Vibrant stories of Latino identity, resilience, and contributions.

*Favorite Quotes*

1. "Latinos are not just changing America; they are becoming America."
2. "The Latino century is not just about demographics; it's about destiny."

*Recommendation*

Ideal for:

1. Politics enthusiasts
2. Diversity advocates
3. History buffs
4. Anyone interested in cultural exchange

*Final Thoughts*

Mike Madrid's expertise illuminates the Latino community's transformative power! "The Latino Century" inspires reflection, hope and action.

Additional Suggestions:

- Book clubs and discussions
- Research and academic applications
- Policy-maker and community leader engagement

[Dave · Rating 5 out of 5]

I've been following Mike on social for over 6 years and I have always been so impressed with the pulse he has on the political scene. The last few years he has increasingly honed in on the evolution of the Latino vote and this book is a master class about their increasing influence in elections. The breakdown Mike offers is fascinating and he does such a great job providing information and details about the makeup of various Latino voters, how and why they differ, as well as predicting what the future will look like from the largest growing block of voters in the country. I am thrilled to see that his work has received a lot of press and it also seems as if Harris has now begun to take pages, literally, out of Mike's book as we see the start of her campaign strategy begin to unfold. His work could very well become monumental in the trajectory of upholding democracy for our nation.

[Neal · Rating 3 out of 5]

While this book is a bit flawed with respect to its writing and its structure, it is also a book that is incredibly important to read. The core message of the book addresses the nature and role of the hard-to-define Latino electorate and how political parties have taken them for granted in different ways. The author, as a Lincoln Project ex-Republican, effectively critiques both parties while providing his own useful journey and perspective as a third-generation American of Mexican descent. I don’t necessarily agree with everything that he suggests but I feel that everything he says must be thoughtfully considered. I wish the book had been organized/written better as it takes a while to home in on the clear central ideas but I am thankful the book exists at such a time. Oddly enough, it makes me optimistic.

[Barbara Browning · Rating 5 out of 5]

This book was well researched and written and the narration was excellent. I’m a big fan of Mike Madrid, and this book is all I had hoped for and more.

He used data and stories to differentiate Latinos from different countries, backgrounds, generations, and experiences, and shows they are not a monolithic voting block that either party can count on.

The book offered a lot of food for thought and I hope it is widely read by democratic strategists.

[Aplus3 · Rating 4 out of 5]

Very insightful into a critical voting population. Really articulates well where both the Republicans and Democrats are falling short. If you are involved in politics at all, highly recommend this book. Mike Madrid offers critical insights into our changing demographics and articulates well why Latinos vote (or don't).

[Angela · Rating 4 out of 5]

Written by a moderate republican. I found his take pretty realistic. He does make a lot of good points. I do wonder how relevant they are because this was written before the 2024 election. We'll see what happens in the next election.

[Sierra Fischer · Rating 4 out of 5]

Interesting and thoughtful read about the Latino electorate — especially post 2024 election. Latinos are not a monolith, and emerging as quite the opposite as second and third generation voters’ attitudes shift from traditional values and political ideals.

[Carolyn Bowman · Rating 3 out of 5]

Interesting perspective from conservative latino.

[Sagar Jethani · Rating 3 out of 5]

Good data on the reality of the Latino electorate. The author suffers from selective amnesia when it comes to the GOP's history on race baiting.

[Jackie · Rating 2 out of 5]

"The Latino Century" suffers from a few major flaws:
--The first 130 pages or so are not on the topic, but are Mike Madrid's biographical story. While this story is a little bit interesting when he becomes a Never Trump Republican, it's not what I meant to read in this book.
--The rest of the book is so very focused on the realities of 2024 that it doesn't come near to being a book about Latino political power in the whole of the twenty-first century.
--Maybe Latinos are politically not all that interesting? Madrid makes the case that they're basically assimilating into the voting habits of other White ethnics.
--Madrid is not a particularly good writer.

[Kaitlin Barajas · Rating 2 out of 5]

this was literally madrid’s job resume as well as his love for republicans before the trump era… if you’re genuinely looking for a book that goes in depth in explaining why the latino population isn’t a monolith, i would NOT recommend this book.

i was looking for a book that could help me support the common theory in explaining why the latino vote is so influential - instead i got an autobiography. i really am so unbelievably disappointed and distraught that someone from the latino community would write a book to highlight his success in a party that has used rhetoric and hate to bring down our people.

[Nick · Rating 2 out of 5]

Part memoir, part analysis. Madrid seems to build a thesis that, as Latinos become a larger share of the electorate, they will "save" American Democracy because Latinos have certain inherent characteristics. But this butts against Madrid's other main takeaway: Latinos who immigrate to the US and Latinos who are born here have very different politics and vote for different candidates. I don't see how Madrid's first thesis can hold up given this reality. Why won't Latinos adopt the same practices that are "dooming" American democracy now as they become more integrated into the US electorate?

The chapters on the Lincoln Project's strategy and efforts in the 2020 election are highly engaging.