Journal
JOURNAL OF BROADCASTING & ELECTRONIC MEDIA
Volume 52, Issue 3, Pages 485-503Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/08838150802205876
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Cultural proximity is a multidimensional concept, most often used to explain media preferences across national boundaries. The present study extends the construct, revealing its power to explain audience formation within a multicultural society. Portable People Meter data from Arbitron, Inc., was used to compare patterns of television and radio use across Spanish-speaking Hispanics, English -speaking Hispanics, and non-Hispanics in Houston, Texas. The results indicate that language preferences play a powerful role in determining audience behavior. Furthermore, while English-speaking Hispanics exhibit multicultural fluency, the other two populations show evidence of cultural polarization.
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