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The Latino Century

How America's Largest Minority Is Transforming Democracy

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The Latino Century

By: Mike Madrid
Narrated by: Lee Osorio
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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 US elections and 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. Politics & Government Emigration & Immigration Social Sciences Public Policy Democrat

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Mike Madrid has written a guide book for people to use to invite Latinos to join us Americans as individuals who want what we want. With the migration from the south, we need to welcome the brave families who want only to join us in our great experiment of democracy.

Well worth reading. A most for people who want the USA to continue to be free.

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Mike details how a new America, aka second and third generation Latinos, can and will positively affect US politics by creating a more united, issues based, electorate rather than a clash of races and groups as we live today. He tells this through data and his lived experience in California and campaigning as well as analyzing the past 40 years of election results.

It is a unique view for a hopeful future where Americans once again reinvent themselves. Just as Irish, Polish and Italian immigrants are a core part of American identity and politics today, Latinos will become that core this century, and that is a good thing according to Mike.

A must read to understand American politics today

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This book is required reading/listening for those trying to make sense of our collective history and our current moment. Mike Madrid’s clear-eyed analysis is timely and important. Highly recommended.

timely and important

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I love the personal aspects of this story and how it relates to America’s future. It offers optimism and hope and backs it up with data. Well done!

An optimistic future

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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.

Nuanced and sophisticated analysis backed by data

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