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

How Ethnic Are U.S. Ethnic Media: The Case of Latina Magazines

“…The body of Latino-oriented work in this third wave of ethnic media scholarship included descriptive uses of the mass media by Hispanics (Allen & Clarke, 1980;Faber, O'Guinn, & Meyer, 1986), Hispanic attitudes toward mass media credibility (Tan, 1978), coverage and treatment of Hispanics in the mass media (Greenberg & Baptista-Fernandez, 1980;Lichter, Lichter, Rothman, & Amundson, 1987;Subervi-Vélez, 1994;Turk, Richstad, Bryson, & Johnson, 1989), mass media and Hispanics as consumers (Gutiérrez, 1987;O'Guinn, Faber, & Meyer, 1985;O'Guinn, Imperia, & MacAdams, 1987), mass media and Hispanics as voters (Subervi-Vélez, 1988;Tan, 1983), or combinations of some of these topics (Greenberg & Brand, 1994;. He concluded that uses of English-language media, in general, had assimilative tendencies (but noted that in much of the research supporting assimilation functions of mass media, statistical controls for socioeconomic status and ethnicity variables were generally absent).…”

Profile:An examination of television motivations and program preferences by Hispanics, blacks, and whites

“…The authors report that Hispanic adults exhibit greater satisfaction with television, and preference for situation comedies, soap operas, movies, game shows, and police/detective programs, than do whites. Faber et al (1986) examined preference for Spanish language television among a large group of Mexican Americans and found no demographic differences among subjects who preferred Spanish language TV to broadcasts in English. Finally, Valenzuela (1985) reports that television is the major source of news and information in Hispanic households, with music and soap operas (novellas) being especially popular among younger audience members.…”

A Content Analysis of Social Groups in Prime-Time Spanish-Language Television

“…When assessing media use among bilingual Latinos in the United States, this is meaningful as members of this segment of the population have the option of selecting from both English-and Spanish-language programmingvastly broadening the television offerings. In fact, research has revealed that whereas older viewers are likely to attend more to Spanish-than English-language programming (Barnes & Jordan, 2005) due to the fulfillment obtained from watching shows that represent their cultural background (.aber, OGuinn, & Meyer, 1986), younger viewers increasingly choose Spanish-language programming based simply on the appeal of the content (Barnes & Jordan, 2005).…”