Conservative campaign performance in communities of color: lessons from recent California proposition campaigns on marriage and energy policy

Thesis (M.P.P.A., Public Policy and Administration)--California State University, Sacramento, 2013.As California grows increasingly diverse, campaign professionals will have to constantly work to expand their understanding of how to effectively reach communities of color. While the state has a strong Democratic majority, the initiative and referendum process allows citizens to debate issues individually apart from contests where a Democrat and Republican run against each other in an election This may create opportunities for Republican and conservative interests wishing to advocate on behalf of particular policies.\ud I examined three recent California proposition campaigns where communities of color initially responded to polls with a relatively neutral position but by Election Day were decisively on one side or the other. The propositions I examined are Propositions 8, 23 and 87, which deal with the definition of marriage, postponement of an energy regulation and a new energy tax respectively.\ud I examined attitudes in African American and Hispanic communities toward these issues, and who the leading individuals and organizations are in shaping the viewpoints held in California???s communities of color. Specifically, I utilized interviews with people and organizations that played leading roles in Propositions 8, 23 and 87 to gain their perspectives on their own efforts and the efforts of their opponents..\ud Through an investigation of the existing literature and an analysis of the feedback offered by interview subjects, I conclude those efforts that invest in a concerted effort to reach out directly to people in communities of color with a respectful attitude maximize their chances for success. I further conclude that collaborative partnerships with clergy in African American and Hispanic communities can yield important dividends to campaigns where inner city communities are receptive. California???s conventional energy industry and aligned consumer and free market advocates face a receptive audience in communities of color, where jobs are a priority and the value of environmental regulations can be viewed with skepticism. Investment in greater community outreach in these communities could yield important policy dividends by facilitating greater access to information on complex issues that are not always fully understood by citizens.\ud The research I conducted has implications for development of more effective campaign strategies for reaching increasingly large and influential voter demographics. Conservative campaigns especially will need to improve their tactics and strategies in communities of color to succeed in California.Public Policy and Administratio