Ethnic Segmentation and Spanish-Language Television

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).…”

Am I welcome here? Exploring how ethnic consumers assess their place identity

“…Homosexual consumers patronize bars, restaurants, resorts, theaters, and health clubs more often than heterosexuals (Bowes, 1996;Kates, 2002;Luckenbill, 1995). Hispanics are found to possess positive views of retailers that hire a diverse workforce, participate in Hispanic community events (Tharp, 2001), and use Spanish-language advertising (O'Guinn et al, 1985). African American men are likely to patronize barbershops where they can socialize with other African Americans (Wright, 1998).…”

A cross‐cultural analysis of print advertising targeted to Hispanic and non‐Hispanic American consumers

“…Existing lines of research into ethnic subcultures already show a preference for marketing messages that connect linguistically and culturally to ethnic groups (Kos-low, Shamdasani, & Touchstone, 1994;Singh & Pereira, 2005;Valdes & Seoane, 1995). Preferences for culturally adapted marketing messages have been studied for a variety of ethnic groups, including U.S. Hispanics (O'Guinn, Faber, & Meyer, 1985;Roslow & Nicholls, 1996;Wilson, 2007), Indian-Americans (Khairullah & Khairullah, 1999), and ethnic Chinese-Americans (Taiwanese) (Lee, 1993). Hispanics, in general, do not want to be lumped together with other American consumer segments and demand culturally relevant content in Spanish and English (Korzenny & Korzenny, 2005;Vann, 2006).…”

“…Previous studies of U.S. Hispanic consumers have focused on acculturation and ethnic identification (Deshpande, Hoyer, & Donthu, 1986;Romero, 2004;Ueltschy & Krampf, 1997;Webster, 1992), attitudes toward marketing and advertising practices (Donthu & Cherian, 1992;O'Guinn et al, 1985;Korgaonkar, Karson, & Lund, 2000), and normative descriptions of consumer cultures (Davila, 2001;Herbig & Yelkur, 1997;Marin & Marin, 1991;Valdes & Seoane, 1995). However, minimal evidence pertains to how marketers use typical Hispanic values or norms in media outlets to target U.S. Hispanic consumers.…”