This story was originally produced as part of a simulated reporting project for a senior capstone class at UNC Hussman School of Journalism. Interviews with Pyke, Nichols, and Routh are original; all other voices are drawn from previously published work on NPR or WHYY. You can listen to all the audio stories here.

‘We Are Not a Monolith’: Latino Voters Force a Rethink in Pennsylvania’s Pivotal 8th District Race

Published on Nov. 15, 2024

HAZELTON, P.A.— In a crowded community gathering in Hazleton, a small city with a growing Latino population, local organizer Aurea Ortiz laid out what she sees as a political truth too many campaigns forget.

Our Latino vote cannot be taken for granted. We are more intentional in our vote,” Ortiz said. “So if you really promise something, you better comply with whatever you promise.”

Ortiz’s frustration was echoed by others in attendance: first-time voters, longtime residents, and advocates who feel seen only during election cycles. With Pennsylvania’s 8th Congressional District headed for a special election on November 20th, Latino voters are increasingly viewed as a key — yet too often misunderstood — constituency.

A District in Transition

Pennsylvania’s 8th District, which includes the cities of Scranton and Hazleton, is home to a fast-growing Latino population that now accounts for roughly 14% of the electorate. Nationally, Latino voters made up a record 15% of eligible voters in 2024, according to the Pew Research Center. And while Vice President Kamala Harris won a majority of Latino voters in the general election, Donald Trump’s gains—ultimately earning 46% of that vote—sent a clear message: Latino voters are not a political monolith.

For campaigns vying for the open House seat—Scranton Mayor Paige Cognetti, State Representative Kyle Mullins, and Lackawanna County Commissioner Matt McGloin—winning Latino support means going beyond broad appeals. It means understanding the nuanced needs of voters whose priorities span the economic, generational, and ideological spectrum.

“I am voting for the people who are getting paid on Friday and not having any more money Sunday, Monday,” said Liberka Banks, a Dominican American mother and first-time voter in Hazleton. “For the people that are underpaid. For my kids. For my family.”

The economy, not identity, emerged as the driving issue for many voters interviewed. In a data brief from UCLA’s Latino Policy and Politics Institute, economic hardship — particularly rising grocery costs and stagnant wages — was cited as the top concern for Latino voters in Pennsylvania. Despite higher workforce participation, Latinos in the state earn less on average, compounding frustration with both parties.

This dynamic helps explain why some voters feel disillusioned with Democrats — and open to other options.

“Some of our community votes for Trump because they’ve been neglected by Democrats for so long,” said Jose Rivera, a local voter. “Now it’s election season, now you want to come razzle-dazzle the Latino community.”

All three Democratic candidates—Paige Cognetti, Kyle Mullins, and Matt McGloin—have begun adjusting their platforms and messaging to reflect these realities. Spokespeople from each campaign emphasized their commitment to economic development and, increasingly, immigration and healthcare access.

Campaign Shifts: Beyond Spanish Ads to Real Engagement

In the weeks following the general election, all three Democratic candidates in PA-8 adjusted their messaging to better reflect the concerns of Latino voters.

Kyle Mullins’ campaign, according to research director Lauren Pyke, has shifted to include more specific subpoints within broader economic and healthcare policies.

“They represent over 16% of this voter base, and we need to be making sure that… we are stepping up to advocate for those voters,” said Pyke. “You’ll likely be seeing more awareness from us on our healthcare policies.”

Samantha Nichols, communications director for Paige Cognetti, said the campaign is using insights from the general election to refine their strategy.

“They’ve done a great job revitalizing the South Side of Scranton—building businesses, opening restaurants,” she said. “He’s excited to continue to support Latino business owners.”

Still, many voters and organizers say specific outreach to Latino communities has been lacking.

While all three campaigns have pledged to engage with Latino voters, organizers say that simply translating campaign material into Spanish isn’t enough. What’s needed is messaging that recognizes the diversity within the Latino population—from Puerto Rican voters with deep ties to the Democratic Party to newer immigrants with different political histories and priorities.

“Each home we visit requires a different approach,” said Monica Parrilla, a former campaign manager turned community organizer. “Latinos are not a monolith.”

That point was echoed by the Mullins campaign during a press conference in early October.

“Our district is home to people of many backgrounds—Puerto Ricans, Mexicans, Cubans,” Pyke said. “And [Mullins] wants to ensure they’re not lost under the blanket term ‘Latino.’”

Local Promises, National Stakes

The candidates’ past records offer some indication of how they might serve Latino constituents.

As mayor, Cognetti joined an open letter urging the Biden administration to extend legal protections for undocumented immigrants and support programs like DACA. Mullins, in the state legislature, has backed funding for immigrant services and community organizations like the United Neighborhood Centers of NEPA. McGloin, while newer to immigration as a policy issue, has emphasized his lived experience working with diverse communities in the district.

Each campaign is now working to turn these records into resonant, accessible messages for Latino voters — before time runs out.

With less than a week until the special election, PA-8 has become an unexpected microcosm of a broader challenge facing both parties: how to earn — not assume — the support of a diverse and rapidly growing electorate.

“We’re pursuing the interests of our children,” said Allentown Mayor Matt Tuerk, reflecting on the shared values among Latino voters. “We’re also looking out for our neighbors.”

As parties recalibrate their approaches in the lead-up to 2026 and 2028, the results in this modest but meaningful swing district may offer a preview of what’s to come.