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"This thesis analyzes the impact of the Mexican-American voters in south Texas on the 1960 presidential election. During that election year, this ethnic minority was strong enough to merit direct appeals from the Democratic presidential candidate, and subsequently, allowed to conduct a unique campaign divorced from the direct control of the conservative state Democratic machinery...The study of the Mexican-American political behavior in 1960 proceeds in three stages. The first chapter examines the political factionalism within the state Democratic Party suggest the conservative solution to the problem of liberal splinter groups, and evaluates Lyndon Johnson's contribution to the Democratic ticket in south Texas. Chapter II probes into the importance of imagery and indentity in politics, challenges the possibility of a religiously-based bloc vote in south Texas, but postulates the probability of a sub-conscious religious identification with the Democratic candidate. The last chapter describes the Valley 'Viva Kennedy' clubs, their origin, organization, activities, and contributions. To substantiate the author's hypothesis, oral interviews, club reports, personal files, letters, and contemporary newspapers were extensively used."-- leaf 1.