Hispanic Ethnicity and Media Behavior

Ricardo Villarreal and Robert A. Peterson

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

INTRODUCTION

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...

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