We’ve talked numerous times about how Hispanics are drifting toward the Republican Party. Most recently, an NBC News polls showed a 30-point swing in that direction — great news for the GOP and disastrous for Democrats.

Cuban-American writer Alex Perez points to Donald Trump as a big reason for this growth in GOP-affiliated Hispanics. “Trump’s unorthodox style and abrasive anti-elitist rhetoric had connected with working-class Hispanics,” he says. So how do Republicans capitalize on this if Trump doesn’t run in 2024?

For just over a month, America’s first Spanish-language conservative radio station has been trying to win over the country’s most-talked about political demographic: increasingly right-leaning Hispanics. It couldn’t have launched at a better time.

When asked about the inspiration behind Americano last month, two weeks after its first broadcast, CEO Ivan Garcia-Hidalgo cited the 2016 election, in which Trump made massive, surprising gains with Hispanics. Recent polling suggests that the rightward drift of the demographic, on which Trump capitalised, has continued since then. There is a growing audience of conservative Hispanics, Garcia-Hidalgo points out — and what they, and America, needed was a “Fox News in Spanish”.

Perez adds:

According to Garcia-Hidalgo, “the only way to save America is with the Hispanic vote” — a sly rhetorical move that subscribes his new network to the Trumpian view that America is under attack, while positioning patriotic Hispanics as the antidote. Garcia-Hidalgo understands that conservative Hispanics, even if they still have strong ties to their homelands, essentially identify as Americans above all else.

He explains why the summer riots of 2020 “may have solidified the Trump-triggered Hispanic rightward shift,” while Democrats’ overbearing COVID response helped as well. Perez writes:

Even if Trump doesn’t run again in 2024, there’s no doubt that a Trumpian “America first” sensibility plays well with Hispanics and must hold a significant role in any outlet — or movement — if the rightward shift is to continue.

The best way for the Republicans to sustain the rightward shift is to consolidate a fragmented Hispanic demographic. The same goes for Americano. Conservative Hispanics are accustomed to regional outlets catering to mostly localised obsessions: prior to the network’s inception, the Spanish-language news options available to them were regional outlets, like Miami’s Radio Mambi. These stations cultivate their audiences for decades, through a fine-tuned understanding of what their listeners’ desire, resulting in a family-like ecosystem in which listeners and commentators build decades-long relationships. They don’t individually pull in massive numbers, but overall listenership is in the millions.

It’s tempting for a network, or a Republican politician, based in Miami to focus on the concerns of Cuban-Americans — they, and the Mexican-Americans along the Rio Grande Valley, are the two Hispanic demographics usually cited when pundits speak of the rightward shift. But if the Right strictly focuses its efforts on the interests of these groups — which sometimes, but not always, dovetail — their rhetoric will be far too insular to reach a broad-based Hispanic coalition.

As for the future, he concludes:

The Trump campaign was likewise able to bring together the fragmented Right-wing Hispanic coalition. … But its project certainly would’ve been easier if a national Spanish-language network existed, which is why Americano’s appearance on the scene is such an interesting development. Whether or not it succeeds will reveal whether Trumpism can hold onto Hispanic voters who feel themselves drifting to the Right.

The Republican Party, then, should be watching the network’s fortunes closely. Even if Trump doesn’t run in 2024, his brand of Republicanism is so popular with Hispanics that it will play a crucial part in the election. Meanwhile, the budding Spanish-language media ecosystem can provide an insight into what the ascendant Hispanic-American conservative coalition desires — an insight the Democrats might benefit from, too.

Read the whole thing here.