On March 12, the Santa Maria Sun newspaper published a signed opinion column by Roy Reed about the election for Santa Barbara County District 5 supervisor (“Know before you vote”). At first glance, it seemed like a simple, straightforward opinion. Still, when you read it carefully, it reveals something deeper: the power of language to shape perception, to divide the community and discredit those who seek justice. The article does not treat all candidates equally.
Mr. Reed describes Cory Bantilan as someone with experience but “invisible” to the community. A technical, almost administrative critique that presents him as a candidate with internal knowledge but little public presence.
When the focus falls on Ricardo Valencia, the tone changes drastically. It’s no longer only about evaluating platforms or proposals; instead, a narrative is constructed meant to sow doubt. Mentioned specifically are community-based organizations—CAUSE, MICOP, Indivisible, The Fund for Santa Barbara—not as neutral contexts, but as insinuations of negative external influence. This is exemplified by the strategic use of the word “puppet.”
It is not a proven accusation. It is not a verifiable fact. It is a sown idea or a purposeful discrediting, a shadow cast over the candidate’s autonomy. In politics, that word carries weight: It questions independence, dignity, and the integrity and ability to act in accordance with one’s conscience.
It is important to note that while Mr. Reed obviously supports Mrs. Maribel Aguilera, the same criticism he raises about external influence could be applied to her associations with Mayor Patino and existing Republican Party platforms.
I have personally felt how power structures will use language to try to silence those who raise their voices.
—Arnulfo Romero
I know what it means to face these shadows. As a father, I was part of the struggle of the Parent and Community Involvement Committee movement involving the Santa Maria Joint Union High School District and the district’s Faculty Association union.
Together with other school community members and parents, we created a platform for change that demanded the dismissal of the president of the Faculty Association union due to what we felt were oppressive actions based on racist attitudes. We awakened, organized, raised our voices, and advocated for equity and justice.
I witnessed firsthand how the voices that seek equity can be discredited, falsely labeled, and made targets of innuendo. What I am stating is not theory; it is a living experience. I have personally felt how power structures will use language to try to silence those who raise their voices.
That kind of language is not casual. It is intentional. It may be presented as an opinion, but it works as an attack. It disguises itself as analysis, directs perception, and sows doubt. Meanwhile, the commentary elevates another candidate as the right choice, reinforcing a clear narrative: Some are suitable or worthy of consideration, and others are not.
The most important, and worrisome, thing is not one’s political preference—that is the essence of democracy—but the way in which the narrative is unfairly constructed. When the media uses innuendo or opinion in place of facts, the debate ceases to be fair. And most importantly for communities like Santa Maria, where for years many of the Latino community have felt that their voices have not been heard, it means divergent views and perspectives end up going unnoticed.
They reinforce a single story: one that continues to control the narrative, defining a person’s perception … and trapping them inside it.
So, the question is not just about who should win an election. The deeper question is: Who controls the narrative and history of what people believe?
Using my experience as a father who has spent much of my life fighting against prejudice, bias, and discrimination, while advocating for justice in schools, one thing I believe and know for sure is: Every voice counts, every action matters, and even if they try to silence us, our truth has the power to resonate and change the course of history.
Arnulfo Romero writes to the Sun from Santa Maria. Send a letter for publication to letters@santamariasun.com.
This article appears in April 9 – April 16, 2026.