Ethnic Selective Exposure: A Test of Cultural-Identity Based Media Selectivity Theory

Abstract

This study proposes and tests a theory of ethnic selective exposure – namely, ethnic audiences’ use of English- and ethnic-language media as a function of their most salient or strongest cultural identity among the many available to them (American, ethnic American, pan ethnic, or national origin). This identity-based media selectivity is examined with experimental data from a 2016 survey experiment and observational data from the 2006 Latino National Survey. Results consistently showed that ethnic audiences preferred to use media that are congruent with their most salient or strongest cultural identity, especially when they sought out information related to politics and public affairs. The 2016 experiment also suggests that immigrants’ everyday experience living in the nation can affect their media selection, which in turn influences their incorporation into the U.S. and thus points to the complexity of assimilation and the media’s role in it.

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