Local racial context,campaign messaging,and public political behavior: A congressional campaign field experiment

Local racial contexts influence public opinion and voting behaviors. This paper argues that differences in community racial demographics also change public political behavior and influence the effectiveness of different campaign appeals to change public political behaviors of white Americans. Using data from an experiment run by a congressional primary campaign, I examine the responses of white Republicans to display a yard sign of a white Republican running against a Latino Republican. Consistent with theories of racial threat, whites in Latino neighborhoods were more likely to be willing to post yard signs. Moreover, the results also show that the effectiveness of different campaign appeals varies by neighborhood racial context. These findings show that racial diversity affects the public political behaviors of white Americans and, more importantly, changes the effectiveness of different campaign appeals.