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Wählermobilisierungsstrategien Von Hispanics in Den US-Präsidentschaftswahlkämpfen Der Jahre 2000 – 2008

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Wählermobilisierungsstrategien Von Hispanics in Den US-Präsidentschaftswahlkämpfen Der Jahre 2000 – 2008 Wählermobilisierungsstrategien von Hispanics in den US-Präsidentschaftswahlkämpfen der Jahre 2000 – 2008 Inauguraldissertation zur Erlangung des Doktorgrades der Wirtschafts- und Sozialwissenschaftlichen Fakultät der Universität zu Köln 2013 vorgelegt von Diplom-Kulturwirtin Simone Pott aus Rheine 2 Referent: Professor Dr. Thomas Jäger Koreferent: Professor Dr. Wolfgang Leidhold Tag der Promotion: 13.01.2014 3 I. EINFÜHRUNG 6 I.1 HISPANICS UND IHRE BEDEUTUNG IM US-PRÄSIDENTSCHAFTSWAHLKAMPF 6 I.2 FRAGESTELLUNG UND ERKENNTNISINTERESSE 15 I.3 LITERATUR UND QUELLEN 16 I.4 FORSCHUNGSDESIGN UND METHODE 17 II. POLITISCHES MARKETING 17 II.1 DAS POLITISCHE MARKETING IM US-PRÄSIDENTSCHAFTSWAHLKAMPF 17 II.1.1 WÄHLERSEGMENTIERUNG 19 II.1.2 DIE POSITIONIERUNG DES KANDIDATEN UND DAS „CANDIDATE CONCEPT“ 21 II.1.3 DIE FORMULIERUNG UND UMSETZUNG DER STRATEGIE 23 II.1.3.1 DAS KOMMUNIKATIONSPROGRAMM 24 II.1.3.1.1 DER EINSATZ VON WAHLWERBESPOTS 25 II.1.3.1.2 DAS MEDIENMANAGEMENT DER „FREIEN“ PRESSE/“UNPAID NEWS“ 27 II.1.3.1.2.1 AGENDA-SETTING 30 II.1.3.1.2.2 PRIMING 31 II.1.3.1.2.3 FRAMING 32 II.1.3.1.3 DER EINSATZ TYPISCHER SYMBOLE IM US-PRÄSIDENTSCHAFTSWAHLKAMPF 33 II.1.3.1.3.1 RELIGION ALS SYMBOL 34 II.1.3.1.3.2 POLITISCHE SPRACHE 36 II.1.3.1.3.3 KULTURKAMPF 37 II.1.3.2 “GET-OUT-THE-VOTE” 38 II.2 DIE POLITISCHEN AKTEURE IM WAHLKAMPF 38 II.3 ZUSAMMENFASSUNG DER ZENTRALEN PUNKTE 44 III. FALLSTUDIE PRÄSIDENTSCHAFTSWAHLKAMPF 2000 46 III.1 DIE SITUATION DER USA ZUM PRÄSIDENTSCHAFTSWAHLKAMPF 2000 46 III.2 DIE WAHLKAMPFSTRATEGIEN 46 III.3 DAS „CANDIDATE CONCEPT“ 51 III.4 COMPASSIONATE CONSERVATISM 53 III.5 DIE PARTEITAGE 54 III.5.1 DER PARTEITAG DER REPUBLIKANER 54 III.5.2 DER PARTEITAG DER DEMOKRATEN 57 III.5.3 SCHLUSSFOLGERUNG 58 III.6 PAID NEWS 60 III.6.1 DIE WAHLSPOTS DER BUSH-KAMPAGNE UND DES RNC 60 III.6.2 DIE WAHLSPOTS DER GORE-KAMPAGNE UND DES DNC 63 III.6.3 SCHLUSSFOLGERUNG 67 III.7 UNPAID NEWS 68 III.7.1 DIE PRÄSIDENTSCHAFTSDEBATTEN 68 III.7.1.1 DIE ERSTE PRÄSIDENTSCHAFTSDEBATTE 68 III.7.1.2 DIE ZWEITE PRÄSIDENTSCHAFTSDEBATTE 70 III.7.1.3 DIE DRITTE PRÄSIDENTSCHAFTSDEBATTE 72 III.7.1.4 SCHLUSSFOLGERUNG 72 III.7.2 DER EINFLUSS JORGE RAMOS UND MARÍA ELENA SALINAS 74 III.7.2.1 RAMOS INTERVIEWTE BUSH 75 III.7.2.2 RAMOS INTERVIEWTE GORE 76 4 III.7.3 AUFTRITT DER PRÄSIDENTSCHAFTSKANDIDATEN IN DER TV SHOW SÁBADO GIGANTE 77 III.7.4 SCHLUSSFOLGERUNG 77 III.8 LATEINAMERIKA IM FOKUS VON BUSHS AUßENPOLITIK 78 III.9 GRASWURZELBEWEGUNG 78 III.10 ERGEBNISSE 79 IV. FALLSTUDIE PRÄSIDENTSCHAFTSWAHLKAMPF 2004 83 IV.1 ZUR AUSGANGSSITUATION 83 IV.2 DIE WAHLKAMPFSTRATEGIEN 84 IV.3 DIE PARTEITAGE 86 IV.3.1 DER PARTEITAG DER REPUBLIKANER 86 IV.3.2 DER PARTEITAG DER DEMOKRATEN 87 IV.3.3 SCHLUSSFOLGERUNG 88 IV.4 PAID NEWS 89 IV.4.1 WAHLWERBESPOTS 89 IV.4.1.1 DIE WAHLSPOTS DER BUSH-KAMPAGNE UND DES RNC 89 IV.4.1.2 DIE WAHLSPOTS DER KERRY-KAMPAGNE UND DES DNC 93 IV.4.1.3 SCHLUSSFOLGERUNG 97 IV.5 UNPAID NEWS 99 IV.5.1 DIE PRÄSIDENTSCHAFTSDEBATTEN 99 IV.5.1.1 DIE ERSTE PRÄSIDENTSCHAFTSDEBATTE 99 IV.5.1.2 DIE ZWEITE PRÄSIDENTSCHAFTSDEBATTE 99 IV.5.1.3 DIE DRITTE PRÄSIDENTSCHAFTSDEBATTE 100 IV.5.1.4 SCHLUSSFOLGERUNG 103 IV.5.2 INTERVIEWS DES NEWS ANCHORS JORGE RAMOS VON UNIVISION 104 IV.5.2.1 RAMOS INTERVIEWTE JOHN KERRY 104 IV.5.2.2 RAMOS INTERVIEWTE JOHN EDWARDS 105 IV.5.3 INTERVIEWS DER PRÄSIDENTSCHAFTSKANDIDATEN IM HISPANIC MAGAZINE 105 IV.5.3.1 PRÄSIDENT BUSHS INTERVIEW IM HISPANIC MAGAZINE 105 IV.5.3.2 KERRYS INTERVIEW IM HISPANIC MAGAZINE: 107 IV.5.3.3 SCHLUSSFOLGERUNG 108 IV.6 OUTREACH STRATEGIES 109 IV.6.1 PRÄSIDENT BUSHS REDE VOR DER HISPANIC CHAMBER OF COMMERCE 109 IV.6.2. KERRYS REDE VOR DEM NCLR 109 IV.6.3 KERRYS REDE VOR DEM CONGRESSIONAL HISPANIC CAUCUS INSTITUTE 111 IV.6.4 SCHLUSSFOLGERUNG 113 IV.7 ERGEBNISSE 113 V. FALLSTUDIE PRÄSIDENTSCHAFTSWAHLKAMPF 2008 116 V.1 ZUR AUSGANGSSITUATION 116 V.2 DIE WAHLKAMPFSTRATEGIEN 119 V.3. DIE PARTEITAGE 123 V.3.1 DER PARTEITAG DER REPUBLIKANER 123 V.3.2 DER PARTEITAG DER DEMOKRATEN 124 V.3.3 SCHLUSSFOLGERUNG 126 V.4 PAID NEWS 2008 127 V.4.1 WAHLWERBESPOTS 127 V.4.1.1 DIE WAHLSPOTS DER MCCAIN-KAMPAGNE UND DES RNC 127 V.4.1.2 DIE WAHLSPOTS DER OBAMA-KAMPAGNE UND DES DNC 137 V.4.2 SCHLUSSFOLGERUNG 143 V.5 UNPAID NEWS 144 5 V.5.1 DIE PRÄSIDENTSCHAFTSDEBATTEN 144 V.5.1.1 DIE ERSTE PRÄSIDENTSCHAFTSDEBATTE 144 V.5.1.2 DIE ZWEITE PRÄSIDENTSCHAFTSDEBATTE 146 V.5.1.3 DIE DRITTE PRÄSIDENTSCHAFTSDEBATTE 148 V.5.1.4 SCHLUSSFOLGERUNG 152 V.5.2 „EARNED“ PUBLIC RELATIONS 154 V.5.2.1 NICHT OFFIZIELLE VIDEOS ZUR UNTERSTÜTZUNG OBAMAS 154 V.5.2.2 SCHLUSSFOLGERUNG 154 V.6. OUTREACH PROGRAMM 154 V.6.1 BUSHS REDE VOR DER HISPANISCHEN HANDELSKAMMER 154 V.6.2 OBAMA REDE VOR DEM NCLR 155 V.6.3 MCCAINS REDE VOR DEM NCLR 157 V.6.4 SCHLUSSFOLGERUNG 158 V.7 ERGEBNISSE 158 VI. RESÜMEE 161 QUELLENVERZEICHNIS 165 6 I. Einführung I.1 Hispanics und ihre Bedeutung im US-Präsidentschaftswahlkampf Die Bedeutung der hispanischen Wähler zeigte sich zuletzt an der Wiederwahl Barack Obamas in der Präsidentschaftswahl des Jahres 2012. Latinos wählten Obama zu 71 Prozent und sicherten ihm somit wie schon im Jahr 2008 zusammen mit jungen Frauen, Minderheiten, jungen und (besonders) gebildeten Wählern den Wahlsieg. Mitt Romney wurde dagegen mit nur 27 Prozent der hispanischen Wählerstimmen abgestraft. Er hatte sich u.a. dafür ausgesprochen, illegal sich im Land aufhaltenden Personen das Leben so schwer zu machen, dass sie freiwillig ausreisten, was einer Selbst- Abschiebung entspräche. Obama dagegen gewährte im Juni des Wahljahres 2012 jungen - hauptsächlich hispanischen Personen -, die sich ohne gültige Papiere im Land aufhalten, eine Legalisierung ihrer Situation, die er per Exekutivanordnung erließ.1 Ein besonderes Zeichen setzte Barack Obama bei seiner Amtseinführung im Januar 2013 mit der Auswahl des homosexuellen, hispanischen Inaugurationspoeten Richard Blanco, ein Kind von Exilkubanern, der den neuen politischen Einfluss von Minderheiten symbolisierte.2 In seiner zweiten Amtszeit will Obama nun auch eine Reform des Einwanderungsrechts umsetzen und den circa 12 Millionen Illegalen im Land, von denen die Mehrheit Latinos sind, zu einem legalen Aufenthaltstitel zu verhelfen, was er bereits während seiner ersten Amtszeit versprochen hatte. Dieses Mal könnte - anders als im Jahr 2007 - eine überparteiliche Lösung gelingen, da auch die Republikaner den zunehmenden politischen Einfluss der Latinos spüren und nach der Niederlage in der Präsidentschaftswahl des Jahres 2012 ein neues Zeichen setzen möchten. So könnte ein Gesetzesvorschlag zur Reform des Einwanderungssystems, der von jeweils vier Senatoren erarbeitet wurde, die zu gleichen Anteilen aus beiden Parteien stammen, – unter ihnen der ehemalige Präsidentschaftskandidat John McCain - noch im Jahr 2013 sowohl vom Senat als auch von Repräsentantenhaus verabschiedet werden. Denn auch wenn die Republikaner insgesamt nach rechts gerückt sind, - einer der Initiatoren der Reform ist Marco Rubio, der Liebling der Tea-Party- Bewegung und ein Kind kubanischer Einwanderer.3 Diese Dissertation widmet sich den durch die demographischen Veränderungen der letzten Jahrzehnte herbeigeführten politischen Veränderungen durch Latinos in den USA und untersucht die vorwiegend über das Fernsehen implementierten Strategien zur Mobilisierung hispanischer Wähler durch die Kampagnen der US-Präsidentschaftskandidaten der Jahre 2000 bis 2008. Die USA erleben seit einigen Jahrzehnten die größte Einwanderungswelle ihrer Geschichte verbunden mit einer demographischen Revolution. Personen, die als Hispanics oder Latinos bezeichnet werden, verändern aufgrund ihrer hohen Einwandererzahlen und Geburtenraten die 1 Vgl. “The presidency – The remaking of the president”, The Economist, Nov 10th – 16th 2012, S. 41–43 und Sebastian Fischer, Martin Heller und Sandra Sperber, “Die Latinos zweifeln am Presidente”, Spiegel Online, 21.09.2012, online verfügbar unter http://www.spiegel.de/politik/ausland/florida-obama-und-romney-kaempfen-um-die-stimmen-der-latinos-a-857223-druck.html (Zugriff 29.01.2013). 2 Vgl. Marc Pitzke, “Obamas Amtseinführung – Poet des Präsidenten”, Spiegel Online, 21.01. 2013, online verfügbar unter: http://www.spiegel.de/politik/ausland/inauguration-richard-blanco-verkoerpert-obamas-neues-amerika-a-878756-druck.html (Zugriff 22.01.2013). 3 Vgl. Sebastian Fischer, „Obamas Einwanderungsreform – Hoffnung für Millionen Illegale“, Spiegel Online, 29.01.2013, online verfügbar unter: http://www.spiegel.de/politik/ausland/us-praesident-obama-und-republikaner-ringen-um-einwanderungsrecht-a- 880177-druck.html (Zugriff 29.01.2013) und Michael Grunwald, „Immigrant Son – Marco Rubio wants to sell the GOP on a path to citizenship for undocumented Americans.”, Time Magazine, Feb 18th 2013, S. 14–19. 7 demographische, gesellschaftliche, sprachliche und politische Situation in den USA. Im Jahr 2000 lag ihr Anteil in der US-Bevölkerung noch bei 12,5 im Jahr 2010 dagegen schon bei 16,3 Prozent.4 Die Bezeichnung Latino oder Hispanic, - die im Allgemeinen und damit auch in dieser Arbeit synonym verwendet wird -, wurde im US-Zensus des Jahres 1970 zum ersten Mal für Personen benutzt, die in den USA leben und hispanischer Herkunft sind. Die im US-Zensus des Jahres 2010 verwendete Definition für Hispanics lautet: “„Hispanic or Latino“ refers to a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.” 5 Ergebnissen des US-Zensus des Jahres 2010 zufolge lebten zum 1. April 2010 308,7 Millionen Menschen in den USA, von denen 50,5 Millionen Hispanics oder Latinos waren, was einem Anteil von 16,3 Prozent entsprach. In absoluten Zahlen stieg der Anteil an Latinos in den Jahren 2000 bis 2010 um 15,2 Millionen – mehr als die Hälfte des allgemeinen Bevölkerungswachstums in diesem Zeitraum von 27,3 Millionen Menschen.
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