In the 2024 U.S. presidential election, Donald Trump captured a substantial share of the Latinx vote, renewing debates about identity, media effects, and political behavior. This study examines how nativist attitudes and hyper-conservative media consumption shape support for Trump, with particular attention to racial and national identity. Using a moderated mediation model, we find that nativism and hyper-conservative media consumption both increase support for Trump. Racial/ethnic identity buffers these media effects among non-Latinx respondents but intensifies them among Latinx individuals with high identity salience. These findings complicate assumptions about the role of ethnic or racialized identities in polarized media environments.
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