Latino Media Use for Cultural Maintenance

Abstract

Gaines ]r.W e investigated whether three ethnic subgroups described as predominant Latino heritage, bicultural, and l o w Latino heritage previously identified in the research literature would emergefrom data collected in New Mexico. W e also tested the impact of gender on audience subgroup membership. The results of this Latino media use research indicate that three subgroups differed significantly in their use of general market (English-language) and ethnic media (Spanish-language) for cultural maintenance. Gender, however, was not significant as a main predictor of media use for cultural maintenance. Rather, subgroup membership moderated the impact ofgender upon media use for cultural goals.The mass media are widespread cultural agencies which develop cultural perspectives for majority and minority ethnic groups in the United States. General market media and ethnic minority media have roles both in immigrant and U.S.-born ethnics' cultural maintenance and assimilation.' Several studies examining the relationship that ethnic audiences, such as Latinos, have with mass media have revealed audience heterogeneity. That is, unique subgroups exist among Latinos.2 Further contributing to research on audiences are content-oriented media criticism projects and audience ethnographies that focus on gender and women .3 This latter body of research indicates that women have experiences with media that are unique from that of men. With research on Latino heritage audiences and women in mind, we argue that ethnic audience heterogeneity and gender differences exist. Ethnic heterogeneity and gender differences are based on unique socio-historical pressures that temper cultural-based media uses for general market (Englishlanguage) and Spanish-language television, newspapers, and radio. J&MC QuarterlyVul. 75, Nu.

The Influence of Spanish‐Language Media on Latino Public Opinion and Group Consciousness*

“…Subervi‐Vélez (1986) has argued that the use of Spanish‐language media by Latinos serves the twin goals of cultural assimilation and integration into the dominant society, and the maintenance of a distinct ethnic identity (see also Moran, 2006; Subervi‐Vélez, 1999). Ríos and Gaines (1998) suggest that Latino media serves group‐based and cultural needs not otherwise met in English‐language media, while Jeffres (2000) has found in a longitudinal study of white ethnic groups that use of ethnic media led to increased ethnic identification over time.…”

“…The existing research that attempts to make a link between language and public opinion has not made a strong theoretical case for why language and use of ethnic media should influence attitudes. A number of scholars have argued that use of ethnic media leads to stronger ethnic identity (Subervi‐Vélez, 1986, 1999; Moran, 2006; Ríos and Gaines, 1998; Jeffres, 2000; Dávila, 2001; Rodríguez, 1999), although the empirical evidence at the individual level is not strong. One study that tests this relationship finds that the use of ethnic media among Asians and Latinos is not a significant predictor of group consciousness (Masuoka, 2006).…”

Readers Use Black Newspapers for Health/Cancer Information

“…It may be that these black newspaper readers define their self-concept in terms of their racial identity. Although stemming from different circumstances, research has found that Latinos use Hispanic media for acquiring and maintaining cultural knowledge 51. In terms of black media use for health information, it may be even more important for blacks because of current disparities and documented historical mistreatment.…”

Nutrient Content of Food-Related Advertisements Seen by Women During US-Based Spanish- and English-Language Prime-time Television Programs

“…[58][59][60][61] The strong, positive correlations between English-language media use and extent of Hispanic acculturation 61 and between Hispanic acculturation and the risk for and prevalence of diet-related chronic disease (eg, obesity, diabetes, hypertension, chronic liver disease) 25,26,28,56,61-64 allow speculation questioning: "Does English-language television have a causal effect with regard to diet-related disease risk among Hispanics living in the United States?" [58][59][60][61] The strong, positive correlations between English-language media use and extent of Hispanic acculturation 61 and between Hispanic acculturation and the risk for and prevalence of diet-related chronic disease (eg, obesity, diabetes, hypertension, chronic liver disease) 25,26,28,56,61-64 allow speculation questioning: "Does English-language television have a causal effect with regard to diet-related disease risk among Hispanics living in the United States?"…”