Presented to the Graduate Council of the North Texas State University In
371 /V8 A/O 'oo THE "VIVA KENNEDY" CLUBS IN SOUTH TEXAS THESIS Presented to the Graduate Council of the North Texas State University in Partial Fulfillment of the Requirements For the Degree of MASTER OF ARTS By Joan Traffas, B.A. Denton, Texas December, 1972 Traffas, Joan, The "Viva Kennedy" Clubs in South Texas. Master of Arts (History), December, 1972, 132 pp., 2 tables, bibliography, 115 titles. This thesis analyzes the impact of the Mexican-American voters in south Texas on the 1960 presidential election. During that election year, this ethnic minority was strong enough to merit direct appeals from the Democratic presiden- tial candidate, and subsequently, allowed to conduct a unique campaign divorced from the direct control of the conservative state Democratic machinery. Formerly, the Democratic politicos in south Texas manipulated the Mexican-American vote. In 1960, however, the Chicanos voted for a man with whom they could empathize, rather than for a party label. This strong identification with the Democratic candidate was rooted in psychological rather than ideological, social rather than political, factors. John F. Kennedy seemed to personify machismo and simpatla. Perhaps even more impres- sive than the enthusiasm, the Kennedy candidacy generated among the Mexican-Americans was the ability of the Texas Democratic regulars to prevent a liberal-conservative rup- ture within the state party. This was accomplished by per- mitting the Mexican-American "Viva Kennedy" clubs quasi- independence. Because of these two conditions, the Mexican- American ethnic minority became politically salient in the 1960 campaign. 1 2 The study of the Mexican-American political behavior in 1960 proceeds in three stages.
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