Demographic changes from decades of mass immigration and shifts in internal migration patterns are upending the traditional racial composition of many states throughout the United States, transforming the American electorate, and increasing both the political salience of immigration and the racial salience of Latinos. Politicizing these visible demographic shifts has become an increasingly common strategy by both Democrats and Republicans with potentially significant electoral effects. While many have examined the impact of these demographic changes on dominant receiving populations’ attitudes, few have examined how changing demographics are shaping immigration politics in electoral campaigns. Specifically, under what conditions do political candidates politicize demographic change? I hypothesize that both political and demographic considerations drive variation in immigration appeals. I test my hypotheses using a novel dataset of candidate campaign websites from 2010, 2012, and 2014 US Senate primary and general elections. I argue that racial party cleavages increase the electoral temptation of immigration appeals but it is the interaction between state-level Latino population growth, electoral competition, and Latino voters that determines campaign strategy more broadly and moderates the use of pro- and anti-immigrant appeals.
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