Political campaigns in San Francisco rely heavily on Chinese American voters, who make up a quarter of the city’s population. For the upcoming school board recall on Feb. 15, what, exactly, do the Chinese-language political ads say to the community?
In general, the messaging from the campaigns that support the recalls are similar in all languages. But some content is tailor-made for Chinese audiences.
Standard reporter Han Li discussed the ads with KQED’s Brian Watt and Scott Shafer on Morning Edition.
Gallery: English Translations of Ads Targeting Local Chinese-speaking Residents
Gallery of 6 photos
A Chinese-language ad featuring a parent quoted saying, “we cannot wait another year.” | Screenshot from YouTube
A Chinese-language ad showcasing a mother hovering over her son saying, “[My son] is playing games on the computer every day wasting time.” | Screenshot from YouTube
This Chinese-language ad says “Recall Collins, Lopez and Moliga.” | Screenshot from YouTube
A Chinese-language ad featuring a parent quoted saying, “we cannot wait another year.” | Screenshot from YouTube
A child is portrayed doing “online learning” with the caption, “[My kids] stay at home for online learning for 18 months.” | Screenshot from YouTube
A child is portrayed doing “online learning” with the caption, “My son and daughter are very frustrated and unhappy.” | Screenshot from YouTube