“Not a Monolith!” Media Narratives of the Latina/o/x Vote after the 2020 U.S. Election

Abstract

Abstract This study assesses how the “not a monolith” narrative in U.S. journalism after the 2020 presidential election serves to further shape the Latina/o/x electorate into a politically marketable category. This study employs a qualitative content analysis of 159 media texts produced in the first two weeks after Election Day. We find that the contradictions inherent in the construction of Latina/o/x voters—such as class, racial, and regional differences—are reconciled through revising old media narratives, like the “sleeping giant” metaphor, and the inclusion of Latina/o/x voters into other metaphors, like the “blue wall.” In addition, a host of rationales drawn from racialized aspects of Latina/o/x history and culture, like religion, machismo, and anti-socialism, are used to explain voting behavior. Finally, new narratives emerged around Latina/o/x voters not being owned by the Democratic Party, which we view as disciplining.