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This article presents the first systematic analysis of how U.S. Latino - oriented media cover topics related to health. Specifically, this article discusses how news about health has been covered in Spanish - language television. Assimilation and pluralism roles attributed to ethnic - oriented media serve as a theoretical framework. The data show that health news broadcast by the major U.S. Spanish - language networks as well as their respective local stations in six cities are characterized by some of the same patterns found in general - market television. However, Spanish - language news media cast the health news in forms that offer some degree of relevance for the Latino audience. The findings are discussed as well as their implications for health care organizations, professionals, and individuals seeking media exposure or developing marketing campaigns for their respective causes or concerns. Implications for the training of journalists, whether they work for Latino oriented or general - market media, are also discussed. Finally, implications and suggestions for future research on health matters on Latino - oriented media are elaborated.
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