Latino Media Use for Cultural Maintenance

Abstract

We investigated whether three ethnic subgroups described as predominant Latino heritage, bicultural, and low Latino heritage previously identified in the research literature would emerge from data collected in New Mexico. We 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 of gender upon media use for cultural goals.