Hispanic Ethnicity and Media Behavior

This article argues that there is a difference between being Hispanic and possessing Hispanic ethnicity, with the former being a demographic characteristic and the latter a psychological construct.

Hispanic Ethnicity and Media Behavior

Ricardo VillarrealSonoma State University

Robert A. PetersonThe University of Texas at Austin


The underlying issue that frames the present research is how “Hispanic” has been defined in previous studies and why Hispanic ethnicity (referred to as “Hispanicness” in the remainder of this article) has effectively been ignored. The article argues that there is a difference between being Hispanic and possessing Hispanicness, and that the difference between the two has important media preference and behavior implications. With ethnicity theory as a foundation, strength of ethnic identity and degree of familism, a core Hispanic...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands