The issue of immigration reform has remained central in U.S. politics, particularly for the Democratic Party, which has historically focused on garnering Latino support. However, recent events, including the pandemic and geopolitical conflicts, have influenced voting patterns within the Latino community. Documented Latinos frequently support Trump, while undocumented Latinos align with Kamala Harris and the Democrats. Wealthier Latinos often adopt conservative stances, opposing demographic growth in the Latino population and supporting Trump despite his controversial international associations.

Latinos with advanced education typically lean toward democratic ideals. However, the community’s cultural reliance on intuitive, experience-based knowledge, rather than explicit and analytical knowledge, makes it vulnerable to misinformation. The collectivist ethos and short-term outlook prevalent in Latino culture further facilitate the dissemination of fake news. Figures like Trump exploit this tendency, using misinformation to undermine social trust and cohesion.

This research employs a social semiotic framework, utilizing multimodal discourse analysis to study Republican campaign materials. The study also explores place branding in the Cali Baja region, examining how U.S.-Mexico border culture shapes perceptions. Using the CMKI model, it highlights the cultural factors influencing knowledge and intelligence and their interconnected dynamics.

Key findings underscore the unregulated spread of misinformation through social networks, which weakens public discourse and informed decision-making. The development of web semantics and digital tools is imperative to mitigate these effects.

Policy recommendations focus on promoting cultural practices in the Cali Baja region through strategic campaigns. Literacy programs should empower Latino communities by enhancing access to education and digital competency. Strengthening relational social capital within and beyond Latino communities can bolster unity and mutual understanding.

Cultural intelligence, gained from engaging with Latinos, could also alleviate societal pressures for military interventions, fostering social harmony and peace through better cultural integration.