( CNN ) -- `` Pandering . '' According to the Merriam-Webster Online Dictionary , to pander is to : `` provide gratification for others ' desires . '' So is that what John McCain and Barack Obama are doing with Hispanic voters ? Sen. John McCain has said the issue of immigration would be a top priority for him as president . If you follow coverage of their speeches at three Latino events -- the National Association of Latino Elected and Appointed Officials , the League of United Latin American Citizens and The National Council of La Raza -- the answer would be yes . Why ? Because the two candidates are talking about making immigration reform a priority if they reach the White House , and to make it there , they know the Hispanic vote can have a great impact . More than 9 million Hispanics are expected to vote on November 4th . They traditionally favor Democrats , but many have supported Republicans in key races . In 2004 , for example , 40 percent of the Latino vote went to President Bush -- so going after them makes political sense . Do Hispanics care about immigration reform ? Yes , they do . But it 's not the only issue that concerns them . See where the candidates stand on immigration . They , too , pay more than $ 4 for a gallon of gas , and are worried about the economy , foreclosures , the war in Iraq and access to health care and education . But the debate on immigration has motivated many to apply for citizenship and many others to register to vote . Hispanics are n't a monolithic group as many seem to believe . Some families go back six or seven generations . Puerto Ricans are U.S. citizens by birth . Cubans can stay if they make it to U.S soil . Latinos from all over Latin America come by plane . Surprisingly , a majority of Latino voters show a deep interest in immigration reform , even though it would n't benefit them directly because they are U.S. citizens . They believe reform would help in a community that shares a common language , even though it has many differences . They are n't naïve and wo n't be swayed with tall tales . But to pander has a negative connotation and the concept seems highlighted when it refers to Hispanics , the largest- and fastest-growing minority in the nation . This electorate is familiar with politicians making promises they do n't always keep -- and surely will see that McCain favors border security before immigration reform , a reform he put his name on at great cost . They are aware of the need to learn English in order to succeed , and not necessarily for every child to learn Spanish as Obama suggested . That could fuel fears about Hispanic influence , and spur some to use that fear to score political points . In this case , the approach goes in two directions . It can be seen as pandering to a specific group for political gain , but it can also be portrayed as a challenge to Hispanics . With greater clout comes higher responsibility ; it means not only registering to vote , but actually doing it on Election Day , making those numbers count , showing that Latinos are more than a group with great potential . Is pandering to Hispanics any different from pandering to other groups ? Why is n't there a similar outcry when candidates address the American Israel Public Affairs Committee on the future of Israel ? Or the National Association for the Advancement of Colored People ? Is n't that pandering ? Hispanics are coming of political age , and probably face a dilemma . But which is better -- being pandered to , or ignored ? And no , it 's not a trick question .
Candidates talk about immigration reform at Latino events . Hispanics care about a lot of other issues , says Juan Carlos Lopez . Latinos : The largest and fastest growing minority in the nation . Candidates ' so-called pandering to Latinos shows the power of the Hispanic vote .