Examining the range of ways the top tier of candidates approached the issue, it seems clear that bilingualism became a proxy for larger issues. Jeb’s approach to the question likely reinforced his image among a large segment of the GOP primary pool as backing multiculturalism over assimilation (see also his support for Common Core education standards), particularly in contrast to Trump. Rubio and Cruz could frame their bilingualism as an advantage of their forebears having escaped a disliked Spanish-speaking country (although Cruz ultimately chose to portray bilingualism as a way Rubio could talk out of both sides of his mouth).
In contrast, Jeb’s biographical connection to bilingualism limited his ability to finesse such issues. His Mexican-born wife, Columba, by his own admission transformed his life. As romantic as that story is, it would have been absurd for him to pretend as a candidate that he disliked Mexico or viewed bilingualism as a mere political tool. This also meant, for example, that Jeb’s demand that Trump apologize to Columba for suggesting that Jeb’s views on immigration were shaped by his marriage was doomed as a political tactic.
While Jeb seemingly made the mistake of taking business personally (one perhaps unavoidable when the presidency has become a far too personal presence in public life), his fate has broader implications for the Republican Party. Indeed, Jeb, Trump and Rubio anthropomorphize the GOP’s current difficulty in an almost literary fashion.
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