Diversity in the ethnic media audience: A study of Spanish language broadcast preference in the U.S.

Abstract

The present study hypothesized that the media use and preference of ethnic minorities may not be due solely to language ability or level of acculturation, but rather may be role specific. Individuals assume several different roles in the course of the average day and media use may reflect the expectations associated with these roles. It was further hypothesized that radio, which can be used in a wide variety of situational settings, would yield different typologies of people who preferred ethnic language stations. However, television, which is generally viewed just at home, was conceived of as more likely to yield a homogeneous user group. Data from 993 Mexican-Americans living in the Southwestern U.S. conformed to these expectations. Two distinct profiles of Mexican-Americans who preferred Spanish language radio were created. However, only one profile of Hispanics who preferred Spanish language television emerged. The findings have important implications for theory regarding the role media plays in the lives of immigrants and ethnic minorities as well as for practitioners designing communication messages for ethnic audiences.