Latino media use for cultural maintenance

Journalism and Mass Communication Quaterly

Volumn 75, Issue 4, 1998, Pages 746-761

  Ríos, Diana I ^a   Gaines Jr , Stanley O ^a  

^a NONE

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0037926246     PISSN: 10776990     EISSN: None     Source Type: Journal    
DOI: 10.1177/107769909807500409     Document Type: Article

References (92)

1. Robert E. Park, The Immigrant Press and its Control (NY: Harper and Brothers, 1922); Young Yun Kim, Communication and Cross-cultural Adaptation (Philadelphia, PA: Multilingual Matters, 1988); Federico A. Subervi-Vélez, "Hispanics, the Mass Media, and Politics: Assimilation versus Pluralism," (Ph.D. diss., University of Wisconsin-Madison, 1984); Federico A. Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism: A Review and Research Proposal with a Special Focus on Hispanics" Communication Research 13 (January 1986): 71-96; Wallin S. McCardell, "Socialization factors in El Diario-La Prensa, the Spanish-language Newspaper with the Largest Daily Circulation in the United States" (Ph.D. diss., University of Iowa, 1976); Leo W. Jeffres, "Media Use for Personal Identification: Linking Uses and Gratifications to Culturally Significant Goals," Mass Communication Review 10 (fall 1983): 6-12, 22.
2. Robert E. Park, The Immigrant Press and its Control (NY: Harper and Brothers, 1922); Young Yun Kim, Communication and Cross-cultural Adaptation (Philadelphia, PA: Multilingual Matters, 1988); Federico A. Subervi-Vélez, "Hispanics, the Mass Media, and Politics: Assimilation versus Pluralism," (Ph.D. diss., University of Wisconsin-Madison, 1984); Federico A. Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism: A Review and Research Proposal with a Special Focus on Hispanics" Communication Research 13 (January 1986): 71-96; Wallin S. McCardell, "Socialization factors in El Diario-La Prensa, the Spanish-language Newspaper with the Largest Daily Circulation in the United States" (Ph.D. diss., University of Iowa, 1976); Leo W. Jeffres, "Media Use for Personal Identification: Linking Uses and Gratifications to Culturally Significant Goals," Mass Communication Review 10 (fall 1983): 6-12, 22.
3. Robert E. Park, The Immigrant Press and its Control (NY: Harper and Brothers, 1922); Young Yun Kim, Communication and Cross-cultural Adaptation (Philadelphia, PA: Multilingual Matters, 1988); Federico A. Subervi-Vélez, "Hispanics, the Mass Media, and Politics: Assimilation versus Pluralism," (Ph.D. diss., University of Wisconsin-Madison, 1984); Federico A. Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism: A Review and Research Proposal with a Special Focus on Hispanics" Communication Research 13 (January 1986): 71-96; Wallin S. McCardell, "Socialization factors in El Diario-La Prensa, the Spanish-language Newspaper with the Largest Daily Circulation in the United States" (Ph.D. diss., University of Iowa, 1976); Leo W. Jeffres, "Media Use for Personal Identification: Linking Uses and Gratifications to Culturally Significant Goals," Mass Communication Review 10 (fall 1983): 6-12, 22.
4. Robert E. Park, The Immigrant Press and its Control (NY: Harper and Brothers, 1922); Young Yun Kim, Communication and Cross-cultural Adaptation (Philadelphia, PA: Multilingual Matters, 1988); Federico A. Subervi-Vélez, "Hispanics, the Mass Media, and Politics: Assimilation versus Pluralism," (Ph.D. diss., University of Wisconsin-Madison, 1984); Federico A. Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism: A Review and Research Proposal with a Special Focus on Hispanics" Communication Research 13 (January 1986): 71-96; Wallin S. McCardell, "Socialization factors in El Diario-La Prensa, the Spanish-language Newspaper with the Largest Daily Circulation in the United States" (Ph.D. diss., University of Iowa, 1976); Leo W. Jeffres, "Media Use for Personal Identification: Linking Uses and Gratifications to Culturally Significant Goals," Mass Communication Review 10 (fall 1983): 6-12, 22.
5. Robert E. Park, The Immigrant Press and its Control (NY: Harper and Brothers, 1922); Young Yun Kim, Communication and Cross-cultural Adaptation (Philadelphia, PA: Multilingual Matters, 1988); Federico A. Subervi-Vélez, "Hispanics, the Mass Media, and Politics: Assimilation versus Pluralism," (Ph.D. diss., University of Wisconsin-Madison, 1984); Federico A. Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism: A Review and Research Proposal with a Special Focus on Hispanics" Communication Research 13 (January 1986): 71-96; Wallin S. McCardell, "Socialization factors in El Diario-La Prensa, the Spanish-language Newspaper with the Largest Daily Circulation in the United States" (Ph.D. diss., University of Iowa, 1976); Leo W. Jeffres, "Media Use for Personal Identification: Linking Uses and Gratifications to Culturally Significant Goals," Mass Communication Review 10 (fall 1983): 6-12, 22.
6. Robert E. Park, The Immigrant Press and its Control (NY: Harper and Brothers, 1922); Young Yun Kim, Communication and Cross-cultural Adaptation (Philadelphia, PA: Multilingual Matters, 1988); Federico A. Subervi-Vélez, "Hispanics, the Mass Media, and Politics: Assimilation versus Pluralism," (Ph.D. diss., University of Wisconsin-Madison, 1984); Federico A. Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism: A Review and Research Proposal with a Special Focus on Hispanics" Communication Research 13 (January 1986): 71-96; Wallin S. McCardell, "Socialization factors in El Diario-La Prensa, the Spanish-language Newspaper with the Largest Daily Circulation in the United States" (Ph.D. diss., University of Iowa, 1976); Leo W. Jeffres, "Media Use for Personal Identification: Linking Uses and Gratifications to Culturally Significant Goals," Mass Communication Review 10 (fall 1983): 6-12, 22.
7. Edward Dunn, "Mexican American Media Behavior: A Factor Analysis," Journal of Broadcasting 19 (winter 1975): 3-10; Diana I. Ríos, "Mexican American Audiences: A Quantitative and Qualitative Study of Ethnic Subgroup Uses for Mass Media (Ph.D. diss., University of Texas at Austin, 1993); Diana I. Ríos and Stanley O. Gaines, ́Impact of Gender and Ethnic Subgroup Membership on Mexican Americans' Use of Mass Media for Cultural Maintenance," Howard Journal of Communications 8 (April-June 1997): 197-216.
8. Edward Dunn, "Mexican American Media Behavior: A Factor Analysis," Journal of Broadcasting 19 (winter 1975): 3-10; Diana I. Ríos, "Mexican American Audiences: A Quantitative and Qualitative Study of Ethnic Subgroup Uses for Mass Media (Ph.D. diss., University of Texas at Austin, 1993); Diana I. Ríos and Stanley O. Gaines, ́Impact of Gender and Ethnic Subgroup Membership on Mexican Americans' Use of Mass Media for Cultural Maintenance," Howard Journal of Communications 8 (April-June 1997): 197-216.
9. Edward Dunn, "Mexican American Media Behavior: A Factor Analysis," Journal of Broadcasting 19 (winter 1975): 3-10; Diana I. Ríos, "Mexican American Audiences: A Quantitative and Qualitative Study of Ethnic Subgroup Uses for Mass Media (Ph.D. diss., University of Texas at Austin, 1993); Diana I. Ríos and Stanley O. Gaines, ́Impact of Gender and Ethnic Subgroup Membership on Mexican Americans' Use of Mass Media for Cultural Maintenance," Howard Journal of Communications 8 (April-June 1997): 197-216.
10. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
11. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
12. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
13. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
14. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
15. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
16. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
17. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
18. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
19. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
20. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
21. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
22. Jeanine Basinger, A Woman's View: How Hollywood Spoke to Women 1930-1960 (NY: Knopf, 1993); Mary Ellen Brown, ed., Television and Women's Culture: The Politics of the Popular (Newbury Park, CA: Sage, 1990); Mary Ellen Brown, Soap Opera and Women's Talk: The Pleasure of Resistance (Newbury Park, CA: Sage, 1994); Charlotte Brunsdon, ed., Films for Women (London, England: British Film Institute, 1987); Jackie Byars, All that Hollywood Allows: Rereading Gender in 1950s Melodrama (Chapel Hill, NC: University of North Carolina, 1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis, MN: University of Minnesota, 1993); Lorraine Gamman and Margaret Marshment, eds., The Female Gaze: Women Viewers of Popular Culture (Seattle, WA: The Real Comet Press, 1989); Christine Gledhill, ed., Home is Where the Heart is: Studies in Melodrama and the Woman's Film (London, England: British Film Institute, 1990); Andrea L. Press, Women Watching Television: Gender, Class, and Generation in the American Television Experience (Philadelphia, PA: University of Pennsylvania, 1991); E. Diedre Pribram, ed., Female Spectators: Looking at Film and Television (NY: Verso, 1988); Jackie Stacey, Star Gazing (NY: Routledge, 1994); Janice Radway, Reading the Romance: Women, Patriarchy and Popular Literature (Chapel Hill, NC: University of North Carolina Press, 1984); Lynn Spigel and Denise Mann, eds., Private Screenings: Television and the Female Consumer (Minneapolis: University of Minnesota Press, 1992).
23. Leo W. Jeffres, "Media Use for Personal Identification"; Bradley S. Greenberg, Michael Burgoon, Judee K. Burgoon, and Felipe Korzenny, Mexican Americans and the Mass Media (Norwood, NJ: Ablex, 1986); Allan B. Albarran and Don Umphrey, "An Examination of Television Motivations and Program Preferences by Hispanics, Blacks, and Whites," Journal of Broadcasting and Electronic Media 37 (winter 1993): 95-103; Allan B. Albarran and Don Umphrey, "Television Viewing Motivations and Program Preferences Among Ethnic Adults: Results of a Longitudinal Study," Southwestern Mass Communication Journal 10 (1994): 65-75.
24. Leo W. Jeffres, "Media Use for Personal Identification"; Bradley S. Greenberg, Michael Burgoon, Judee K. Burgoon, and Felipe Korzenny, Mexican Americans and the Mass Media (Norwood, NJ: Ablex, 1986); Allan B. Albarran and Don Umphrey, "An Examination of Television Motivations and Program Preferences by Hispanics, Blacks, and Whites," Journal of Broadcasting and Electronic Media 37 (winter 1993): 95-103; Allan B. Albarran and Don Umphrey, "Television Viewing Motivations and Program Preferences Among Ethnic Adults: Results of a Longitudinal Study," Southwestern Mass Communication Journal 10 (1994): 65-75.
25. Leo W. Jeffres, "Media Use for Personal Identification"; Bradley S. Greenberg, Michael Burgoon, Judee K. Burgoon, and Felipe Korzenny, Mexican Americans and the Mass Media (Norwood, NJ: Ablex, 1986); Allan B. Albarran and Don Umphrey, "An Examination of Television Motivations and Program Preferences by Hispanics, Blacks, and Whites," Journal of Broadcasting and Electronic Media 37 (winter 1993): 95-103; Allan B. Albarran and Don Umphrey, "Television Viewing Motivations and Program Preferences Among Ethnic Adults: Results of a Longitudinal Study," Southwestern Mass Communication Journal 10 (1994): 65-75.
26. According to the uses and gratifications position on audience activity, audiences may "bend the media" to suit needs (Alexis S. Tan, Mass Communication Theories and Research, 2d ed. [NY: John Wiley and Sons, 1985], 233). Media functions are thereby understood from the perspectives, uses, needs, and goals of the audience, rather than solely on the role or function media have as a channel of communication in society.
27. Jeffres, "Media Use for Personal Identification."
28. Greenberg, Burgoon, Burgoon, and Korzenny, Mexican Americans. People of Mexican heritage composed the vast majority of the Spanish-speaking populations sampled. The term "Mexican American" is used for facility, though sometimes other terms such as "Spanish" and "Hispanic" were used by the authors to refer to the same population or with regard to a broader U.S. Spanish-speaking population. Researchers have hotly debated the standardization of ethnic-identifiers for the U.S. Spanish-speaking for decades. The term "Anglo" refers to European Americans or U.S. Whites.
29. Albarran and Umphrey, "Television Viewing Motivations and Program Preferences."
30. Several terms such as socialization, assimilation, acculturation, adaptation, and others have been used to describe cultural change, in whole or part, toward a dominant societal norm. Pluralism, cultural maintenance, and several other terms have been used to examine similar cultural phenomena with regard to keeping ethnic group cultural distinctiveness. Some media research which has addressed these processes in whole or part include Park, The Immigrant Press and its Control; McCardell, "Socialization factors in El Diario-La Prensa; Daniel F. Duran, Latino Communication Patterns: An Investigation of Media Use and Organizational Activity among Mexican, Cuban, and Puerto Rican Residents of Chicago (NY: Arno, 1980); Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism"; Ríos, "Mexican American Audiences"; Ríos and Gaines, "Impact of Gender and Ethnic Subgroup."
31. Several terms such as socialization, assimilation, acculturation, adaptation, and others have been used to describe cultural change, in whole or part, toward a dominant societal norm. Pluralism, cultural maintenance, and several other terms have been used to examine similar cultural phenomena with regard to keeping ethnic group cultural distinctiveness. Some media research which has addressed these processes in whole or part include Park, The Immigrant Press and its Control; McCardell, "Socialization factors in El Diario-La Prensa; Daniel F. Duran, Latino Communication Patterns: An Investigation of Media Use and Organizational Activity among Mexican, Cuban, and Puerto Rican Residents of Chicago (NY: Arno, 1980); Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism"; Ríos, "Mexican American Audiences"; Ríos and Gaines, "Impact of Gender and Ethnic Subgroup."
32. Several terms such as socialization, assimilation, acculturation, adaptation, and others have been used to describe cultural change, in whole or part, toward a dominant societal norm. Pluralism, cultural maintenance, and several other terms have been used to examine similar cultural phenomena with regard to keeping ethnic group cultural distinctiveness. Some media research which has addressed these processes in whole or part include Park, The Immigrant Press and its Control; McCardell, "Socialization factors in El Diario-La Prensa; Daniel F. Duran, Latino Communication Patterns: An Investigation of Media Use and Organizational Activity among Mexican, Cuban, and Puerto Rican Residents of Chicago (NY: Arno, 1980); Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism"; Ríos, "Mexican American Audiences"; Ríos and Gaines, "Impact of Gender and Ethnic Subgroup."
33. Several terms such as socialization, assimilation, acculturation, adaptation, and others have been used to describe cultural change, in whole or part, toward a dominant societal norm. Pluralism, cultural maintenance, and several other terms have been used to examine similar cultural phenomena with regard to keeping ethnic group cultural distinctiveness. Some media research which has addressed these processes in whole or part include Park, The Immigrant Press and its Control; McCardell, "Socialization factors in El Diario-La Prensa; Daniel F. Duran, Latino Communication Patterns: An Investigation of Media Use and Organizational Activity among Mexican, Cuban, and Puerto Rican Residents of Chicago (NY: Arno, 1980); Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism"; Ríos, "Mexican American Audiences"; Ríos and Gaines, "Impact of Gender and Ethnic Subgroup."
34. Several terms such as socialization, assimilation, acculturation, adaptation, and others have been used to describe cultural change, in whole or part, toward a dominant societal norm. Pluralism, cultural maintenance, and several other terms have been used to examine similar cultural phenomena with regard to keeping ethnic group cultural distinctiveness. Some media research which has addressed these processes in whole or part include Park, The Immigrant Press and its Control; McCardell, "Socialization factors in El Diario-La Prensa; Daniel F. Duran, Latino Communication Patterns: An Investigation of Media Use and Organizational Activity among Mexican, Cuban, and Puerto Rican Residents of Chicago (NY: Arno, 1980); Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism"; Ríos, "Mexican American Audiences"; Ríos and Gaines, "Impact of Gender and Ethnic Subgroup."
35. Several terms such as socialization, assimilation, acculturation, adaptation, and others have been used to describe cultural change, in whole or part, toward a dominant societal norm. Pluralism, cultural maintenance, and several other terms have been used to examine similar cultural phenomena with regard to keeping ethnic group cultural distinctiveness. Some media research which has addressed these processes in whole or part include Park, The Immigrant Press and its Control; McCardell, "Socialization factors in El Diario-La Prensa; Daniel F. Duran, Latino Communication Patterns: An Investigation of Media Use and Organizational Activity among Mexican, Cuban, and Puerto Rican Residents of Chicago (NY: Arno, 1980); Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism"; Ríos, "Mexican American Audiences"; Ríos and Gaines, "Impact of Gender and Ethnic Subgroup."
36. Subervi-Vélez, "Hispanics, the Mass Media, and Politics."
37. Subervi-Vélez, "The Mass Media and Ethnic Assimilation and Pluralism."
38. Dunn, "Mexican American Media Behavior."
39. Ríos, "Mexican American Audiences."
40. Ríos and Gaines, "Impact of Gender and Ethnic Subgroup."
41. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
42. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
43. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
44. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
45. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
46. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
47. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
48. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
49. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
50. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
51. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
52. Basinger, A Woman's View; Brown, Television and Women's Culture; Brown, Soap Opera and Women s Talk; Brunsdon, Films for Women; Byars, All that Hollywood Allows; Gamman and Marshment, The Female Gaze; Gledhill, ed., Home is Where the Heart is; Press, Women Watching Television; Radway, Reading the Romance; Spigel and Mann, Private Screenings; Stacey, Star Gazing; Pribram, Female Spectators.
53. Jaqueline Bobo, "The Color Purple: Black Women as Cultural Readers," in Female Spectators: Looking at Film and Television, ed. Pribram, 90-109; Fregoso, The Bronze Screen.
54. Jaqueline Bobo, "The Color Purple: Black Women as Cultural Readers," in Female Spectators: Looking at Film and Television, ed. Pribram, 90-109; Fregoso, The Bronze Screen.
55. Bobo, "The Color Purple"; Press, Women Watching Television.
56. Bobo, "The Color Purple"; Press, Women Watching Television.
57. Bobo, "The Color Purple."
58. Ríos and Gaines, "Impact of Gender and Ethnic Subgroup."
59. Albuquerque is an old settlement founded in 1706 on the banks of the Río Grande as one of several Spanish and Mexican colonial sites in North America. Given the complex ethno-politics of self-naming in this region, the term "Latino" will be used to refer to the sample population for the sake of facility. In previous audience research by the first author, Mexican American, Chicana or Chicano is used as the term best suited for clearly articulated persons of Mexican heritage.
60. Adult volunteers were recruited through a nonrandom sampling method called snowball sampling in which respondents are gained through interpersonal network references. This field technique is useful for gaining special populations such as ethnic minorities, but does not yield large sample sizes; see Gary T. Henry, Practical Sampling (Newbury Park, CA: Sage, 1990). A bilingual Spanish and English call for respondents was made through flyers and personal announcements at the University of New Mexico and in surrounding areas of high Latino concentration. Community contacts had been previously established during related qualitative field research by the first author, not presented here. The primary requirement for participation was that potential respondents self-identify as either "Mexican" or "Spanish" heritage. The first author and two research assistants made telephone calls to potential respondents who had either answered the call for participation or had been referred by friends, relatives, or co-workers. Those consenting to participate received a questionnaire through the mail or had a questionnaire personally delivered to them at their place of work, home, or other convenient location. Respondents received no payment or reward except in one neighborhood area where adults received a small package of plastic toys for children.
61. The mean education was 7.66 (SD = 1.64), where 7 indicates some college or trade school and 8 indicates completion of college.
62. The instrument used in the present study was the same one used in Rios, "Mexican American Audiences" and in Ríos and Gaines, "Impact of Gender and Ethnic Subgroup." The entire instrument was composed of over 100 question items. Selected items are described.
63. The instrument used in the present study was the same one used in Rios, "Mexican American Audiences" and in Ríos and Gaines, "Impact of Gender and Ethnic Subgroup." The entire instrument was composed of over 100 question items. Selected items are described.
64. In your opinion, how important is it for people of Spanish/Mexican background to know Spanish?; In your opinion, how important is it for most others in New Mexico to know Spanish?; There are various opinions about English as the only language that should be spoken in New Mexico. How much do you agree that English should be the only language spoken in New Mexico?
65. In your opinion, how well can you read in Spanish?; In your opinion, how well can you understand spoken Spanish?; In your opinion, how well do you believe you can read in English?; In your opinion, how well do you understand spoken English?
66. How much do you know about bilingual education in New Mexico?; How strong is your support for bilingual education in New Mexico?; How useful has Spanish-language TV been for you getting information about bilingual education?; How useful has English-language TV been for you getting information about bilingual education?; How useful have English-language newspapers been for you getting information about bilingual education?; How useful have Spanish/Mexican newspapers been for you getting information about bilingual education?; How useful have friends and relatives been for getting information about bilingual education?; How many good things have you heard or read about bilingual education on TV, radio or in newspapers?
67. The term "Latino" is used here for the sake of facility and consistency. The actual question items used the terms "Mexican" and "Spanish" together as in the following: How close do you feel to other people of Spanish/ Mexican background?; In your opinion, how "Spanish" or "Mexican" do you feel you are?; In your opinion, how different are people of Spanish/Mexican background from other people living in the U.S.?
68. For example, the following questions were asked about general market and Spanish-language television exposure using an eight-point Likert-type scale (scale choices: 0, never to 7 nights): How many nights a week do you watch the local or national evening news on English-language TV?; How many days a week do you watch daytime entertainment shows on English-language TV?; How many nights a week do you watch evening entertaiń ment shows on English-language TV? How many days a week do you watch daytime entertainment shows in Spanish? How many nights a week do you watch evening entertainment shows on Spanish-language TV? How many nights a week do you watch the TV evening news in Spanish?
69. The following were asked about general market and Spanish-language radio exposure using the specified Lickert-type scales: How many hours a day do you listen to the radio? [nine-point scale 0, none to 8 or more hours]; About how many days a week do you hear newscasts on the radio? [eight-point scale 0, never to 7 days]; How much of the newscasts you listen to on the radio are in Spanish? [five-point scale, none of it to all of it]. About how many days a week do you listen to music on the radio? [scale choices 0, never to 7 days]; How much of the music you listen to on the radio, is in Spanish? [5 pt, none of it all of it]. The following were asked about general market and Spanish-language newspaper exposure using the specified scales: How many days a week do you read a major daily newspaper? [eight-point Lickert-type scale 0, never to 7 days]; Please mark all the major daily newspapers that you read regularly: none, The Albuquerque Journal, The Albuquerque Tribune, The New Mexican, Others? [coded as dichotomous where none was given a value of one and reading any major daily newspaper was given a value of two]; Please mark all the Spanish/Mexican newspapers that you read regularly: none, El Hispano, Las Fronteras, Arellano, others?[coded as dichotomous where none was given a value of one and reading any Spanish/ Mexican newspaper was given a value of two].
70. For example: How useful has Spanish-language TV been for you improving your Spanish?; How useful has Spanish-language TV been for you keeping up with your Spanish/Mexican cultural traditions and holidays?; How useful has TV in Spanish been for you learning more Spanish/Mexican cultural values?; How useful has English-language TV been for you knowing what's going on in the Spanish/Mexican community in the Albuquerque area? How useful has Spanish-language TV been for you knowing what's going on in the Spanish/Mexican community in the Albuquerque area?; How useful has TV in Spanish been for your entertainment?; How useful has English-language TV been for you learning more Spanish/Mexican cultural values?; How useful has English-language TV been for you keeping up with Spanish/Mexican traditions and holidays?; Scale choices typically read: (1) not at all useful, (2) a little useful, (3) moderately useful, (4) useful, (5) very useful. The same questions and scales are repeated for each language and medium.
71. Both of the scales with low reliabilities were short (i.e., three items), and two of the three items measuring exposure to newspapers were dichotomous; the use of few (and, especially dichotomous) items can dramatically lower scale reliabilities; see Edward G. Carmines and Richard A. Zeller, Reliability and Validity Assessment (Newbury Park, CA: Sage, 1979).
72. With regard to small sample size and the use of multivariate statistics the following were consulted: James Stevens, Applied Multivariate Statistics for the Social Sciences (Mahwah, NJ: Erlbaum, 1996), and Barbara G. Tabachnick and Linda S. Fidell, Using Multivariate Statistics (NY: Harper Collins, 1989); The cluster types are consistent with clusters previously identified by Ríos, "Mexican American Audiences; Ríos and Gaines "Impact of Gender and Ethnic Subgroup"; and Susan E. Keefe and Amado M. Padilla, Chicana Ethnicity (Albuquerque, NM: University of New Mexico, 1987); Regarding cluster size in the analyses, Ward's method retained the cluster of predomí nant Latino heritage individuals despite the tendency of this method not to retain clusters of this small size. The fact that this cluster was retained suggests that predominant Latino heritage individuals are qualitatively as well as quantitatively different from individuals in the other two clusters. The following were consulted for the uses of cluster analysis: Mark S. Aldenderfer and Roger K. Blashfield, Cluster Analysis (Newbury Park, CA: Sage, 1984); H. Charles Romesberg, Cluster Analysis (Belmont,CA: Lifetime Learning, 1984); Michael R. Anderberg, Cluster Analysis for Applications (NY: Academic Press, 1973); The following was used with regard to statistical procedures: Marija J. Norusis, SPSS/PC+: Advanced Statistics, version 5.0 (Chicago, IL: SPSS Inc., 1992); Marija J. Norusis, SPSS/PC+: Professional Statistics, version 5.0 (Chicago, IL: SPSS Inc. 1992).
73. With regard to small sample size and the use of multivariate statistics the following were consulted: James Stevens, Applied Multivariate Statistics for the Social Sciences (Mahwah, NJ: Erlbaum, 1996), and Barbara G. Tabachnick and Linda S. Fidell, Using Multivariate Statistics (NY: Harper Collins, 1989); The cluster types are consistent with clusters previously identified by Ríos, "Mexican American Audiences; Ríos and Gaines "Impact of Gender and Ethnic Subgroup"; and Susan E. Keefe and Amado M. Padilla, Chicana Ethnicity (Albuquerque, NM: University of New Mexico, 1987); Regarding cluster size in the analyses, Ward's method retained the cluster of predomí nant Latino heritage individuals despite the tendency of this method not to retain clusters of this small size. The fact that this cluster was retained suggests that predominant Latino heritage individuals are qualitatively as well as quantitatively different from individuals in the other two clusters. The following were consulted for the uses of cluster analysis: Mark S. Aldenderfer and Roger K. Blashfield, Cluster Analysis (Newbury Park, CA: Sage, 1984); H. Charles Romesberg, Cluster Analysis (Belmont,CA: Lifetime Learning, 1984); Michael R. Anderberg, Cluster Analysis for Applications (NY: Academic Press, 1973); The following was used with regard to statistical procedures: Marija J. Norusis, SPSS/PC+: Advanced Statistics, version 5.0 (Chicago, IL: SPSS Inc., 1992); Marija J. Norusis, SPSS/PC+: Professional Statistics, version 5.0 (Chicago, IL: SPSS Inc. 1992).
74. With regard to small sample size and the use of multivariate statistics the following were consulted: James Stevens, Applied Multivariate Statistics for the Social Sciences (Mahwah, NJ: Erlbaum, 1996), and Barbara G. Tabachnick and Linda S. Fidell, Using Multivariate Statistics (NY: Harper Collins, 1989); The cluster types are consistent with clusters previously identified by Ríos, "Mexican American Audiences; Ríos and Gaines "Impact of Gender and Ethnic Subgroup"; and Susan E. Keefe and Amado M. Padilla, Chicana Ethnicity (Albuquerque, NM: University of New Mexico, 1987); Regarding cluster size in the analyses, Ward's method retained the cluster of predomí nant Latino heritage individuals despite the tendency of this method not to retain clusters of this small size. The fact that this cluster was retained suggests that predominant Latino heritage individuals are qualitatively as well as quantitatively different from individuals in the other two clusters. The following were consulted for the uses of cluster analysis: Mark S. Aldenderfer and Roger K. Blashfield, Cluster Analysis (Newbury Park, CA: Sage, 1984); H. Charles Romesberg, Cluster Analysis (Belmont,CA: Lifetime Learning, 1984); Michael R. Anderberg, Cluster Analysis for Applications (NY: Academic Press, 1973); The following was used with regard to statistical procedures: Marija J. Norusis, SPSS/PC+: Advanced Statistics, version 5.0 (Chicago, IL: SPSS Inc., 1992); Marija J. Norusis, SPSS/PC+: Professional Statistics, version 5.0 (Chicago, IL: SPSS Inc. 1992).
75. With regard to small sample size and the use of multivariate statistics the following were consulted: James Stevens, Applied Multivariate Statistics for the Social Sciences (Mahwah, NJ: Erlbaum, 1996), and Barbara G. Tabachnick and Linda S. Fidell, Using Multivariate Statistics (NY: Harper Collins, 1989); The cluster types are consistent with clusters previously identified by Ríos, "Mexican American Audiences; Ríos and Gaines "Impact of Gender and Ethnic Subgroup"; and Susan E. Keefe and Amado M. Padilla, Chicana Ethnicity (Albuquerque, NM: University of New Mexico, 1987); Regarding cluster size in the analyses, Ward's method retained the cluster of predomí nant Latino heritage individuals despite the tendency of this method not to retain clusters of this small size. The fact that this cluster was retained suggests that predominant Latino heritage individuals are qualitatively as well as quantitatively different from individuals in the other two clusters. The following were consulted for the uses of cluster analysis: Mark S. Aldenderfer and Roger K. Blashfield, Cluster Analysis (Newbury Park, CA: Sage, 1984); H. Charles Romesberg, Cluster Analysis (Belmont,CA: Lifetime Learning, 1984); Michael R. Anderberg, Cluster Analysis for Applications (NY: Academic Press, 1973); The following was used with regard to statistical procedures: Marija J. Norusis, SPSS/PC+: Advanced Statistics, version 5.0 (Chicago, IL: SPSS Inc., 1992); Marija J. Norusis, SPSS/PC+: Professional Statistics, version 5.0 (Chicago, IL: SPSS Inc. 1992).
76. With regard to small sample size and the use of multivariate statistics the following were consulted: James Stevens, Applied Multivariate Statistics for the Social Sciences (Mahwah, NJ: Erlbaum, 1996), and Barbara G. Tabachnick and Linda S. Fidell, Using Multivariate Statistics (NY: Harper Collins, 1989); The cluster types are consistent with clusters previously identified by Ríos, "Mexican American Audiences; Ríos and Gaines "Impact of Gender and Ethnic Subgroup"; and Susan E. Keefe and Amado M. Padilla, Chicana Ethnicity (Albuquerque, NM: University of New Mexico, 1987); Regarding cluster size in the analyses, Ward's method retained the cluster of predomí nant Latino heritage individuals despite the tendency of this method not to retain clusters of this small size. The fact that this cluster was retained suggests that predominant Latino heritage individuals are qualitatively as well as quantitatively different from individuals in the other two clusters. The following were consulted for the uses of cluster analysis: Mark S. Aldenderfer and Roger K. Blashfield, Cluster Analysis (Newbury Park, CA: Sage, 1984); H. Charles Romesberg, Cluster Analysis (Belmont,CA: Lifetime Learning, 1984); Michael R. Anderberg, Cluster Analysis for Applications (NY: Academic Press, 1973); The following was used with regard to statistical procedures: Marija J. Norusis, SPSS/PC+: Advanced Statistics, version 5.0 (Chicago, IL: SPSS Inc., 1992); Marija J. Norusis, SPSS/PC+: Professional Statistics, version 5.0 (Chicago, IL: SPSS Inc. 1992).
77. With regard to small sample size and the use of multivariate statistics the following were consulted: James Stevens, Applied Multivariate Statistics for the Social Sciences (Mahwah, NJ: Erlbaum, 1996), and Barbara G. Tabachnick and Linda S. Fidell, Using Multivariate Statistics (NY: Harper Collins, 1989); The cluster types are consistent with clusters previously identified by Ríos, "Mexican American Audiences; Ríos and Gaines "Impact of Gender and Ethnic Subgroup"; and Susan E. Keefe and Amado M. Padilla, Chicana Ethnicity (Albuquerque, NM: University of New Mexico, 1987); Regarding cluster size in the analyses, Ward's method retained the cluster of predomí nant Latino heritage individuals despite the tendency of this method not to retain clusters of this small size. The fact that this cluster was retained suggests that predominant Latino heritage individuals are qualitatively as well as quantitatively different from individuals in the other two clusters. The following were consulted for the uses of cluster analysis: Mark S. Aldenderfer and Roger K. Blashfield, Cluster Analysis (Newbury Park, CA: Sage, 1984); H. Charles Romesberg, Cluster Analysis (Belmont,CA: Lifetime Learning, 1984); Michael R. Anderberg, Cluster Analysis for Applications (NY: Academic Press, 1973); The following was used with regard to statistical procedures: Marija J. Norusis, SPSS/PC+: Advanced Statistics, version 5.0 (Chicago, IL: SPSS Inc.,
78. With regard to small sample size and the use of multivariate statistics the following were consulted: James Stevens, Applied Multivariate Statistics for the Social Sciences (Mahwah, NJ: Erlbaum, 1996), and Barbara G. Tabachnick and Linda S. Fidell, Using Multivariate Statistics (NY: Harper Collins, 1989); The cluster types are consistent with clusters previously identified by Ríos, "Mexican American Audiences; Ríos and Gaines "Impact of Gender and Ethnic Subgroup"; and Susan E. Keefe and Amado M. Padilla, Chicana Ethnicity (Albuquerque, NM: University of New Mexico, 1987); Regarding cluster size in the analyses, Ward's method retained the cluster of predomí nant Latino heritage individuals despite the tendency of this method not to retain clusters of this small size. The fact that this cluster was retained suggests that predominant Latino heritage individuals are qualitatively as well as quantitatively different from individuals in the other two clusters. The following were consulted for the uses of cluster analysis: Mark S. Aldenderfer and Roger K. Blashfield, Cluster Analysis (Newbury Park, CA: Sage, 1984); H. Charles Romesberg, Cluster Analysis (Belmont,CA: Lifetime Learning, 1984); Michael R. Anderberg, Cluster Analysis for Applications (NY: Academic Press, 1973); The following was used with regard to statistical procedures: Marija J. Norusis, SPSS/PC+: Advanced Statistics, version 5.0 (Chicago, IL: SPSS Inc., 1992); Marija J. Norusis, SPSS/PC+: Professional Statistics, version 5.0 (Chicago, IL: SPSS Inc. 1992).
79. With regard to small sample size and the use of multivariate statistics the following were consulted: James Stevens, Applied Multivariate Statistics for the Social Sciences (Mahwah, NJ: Erlbaum, 1996), and Barbara G. Tabachnick and Linda S. Fidell, Using Multivariate Statistics (NY: Harper Collins, 1989); The cluster types are consistent with clusters previously identified by Ríos, "Mexican American Audiences; Ríos and Gaines "Impact of Gender and Ethnic Subgroup"; and Susan E. Keefe and Amado M. Padilla, Chicana Ethnicity (Albuquerque, NM: University of New Mexico, 1987); Regarding cluster size in the analyses, Ward's method retained the cluster of predomí nant Latino heritage individuals despite the tendency of this method not to retain clusters of this small size. The fact that this cluster was retained suggests that predominant Latino heritage individuals are qualitatively as well as quantitatively different from individuals in the other two clusters. The following were consulted for the uses of cluster analysis: Mark S. Aldenderfer and Roger K. Blashfield, Cluster Analysis (Newbury Park, CA: Sage, 1984); H. Charles Romesberg, Cluster Analysis (Belmont,CA: Lifetime Learning, 1984); Michael R. Anderberg, Cluster Analysis for Applications (NY: Academic Press, 1973); The following was used with regard to statistical procedures: Marija J. Norusis, SPSS/PC+: Advanced Statistics, version 5.0 (Chicago, IL: SPSS Inc., 1992); Marija J. Norusis, SPSS/PC+: Professional Statistics, version 5.0 (Chicago, IL: SPSS Inc. 1992).
80. With regard to small sample size and the use of multivariate statistics the following were consulted: James Stevens, Applied Multivariate Statistics for the Social Sciences (Mahwah, NJ: Erlbaum, 1996), and Barbara G. Tabachnick and Linda S. Fidell, Using Multivariate Statistics (NY: Harper Collins, 1989); The cluster types are consistent with clusters previously identified by Ríos, "Mexican American Audiences; Ríos and Gaines "Impact of Gender and Ethnic Subgroup"; and Susan E. Keefe and Amado M. Padilla, Chicana Ethnicity (Albuquerque, NM: University of New Mexico, 1987); Regarding cluster size in the analyses, Ward's method retained the cluster of predomí nant Latino heritage individuals despite the tendency of this method not to retain clusters of this small size. The fact that this cluster was retained suggests that predominant Latino heritage individuals are qualitatively as well as quantitatively different from individuals in the other two clusters. The following were consulted for the uses of cluster analysis: Mark S. Aldenderfer and Roger K. Blashfield, Cluster Analysis (Newbury Park, CA: Sage, 1984); H. Charles Romesberg, Cluster Analysis (Belmont,CA: Lifetime Learning, 1984); Michael R. Anderberg, Cluster Analysis for Applications (NY: Academic Press, 1973); The following was used with regard to statistical procedures: Marija J. Norusis, SPSS/PC+: Advanced Statistics, version 5.0 (Chicago, IL: SPSS Inc., 1992); Marija J. Norusis, SPSS/PC+: Professional Statistics, version 5.0 (Chicago, IL: SPSS Inc. 1992).
81. With regard to small sample size and the use of multivariate statistics the following were consulted: James Stevens, Applied Multivariate Statistics for the Social Sciences (Mahwah, NJ: Erlbaum, 1996), and Barbara G. Tabachnick and Linda S. Fidell, Using Multivariate Statistics (NY: Harper Collins, 1989); The cluster types are consistent with clusters previously identified by Ríos, "Mexican American Audiences; Ríos and Gaines "Impact of Gender and Ethnic Subgroup"; and Susan E. Keefe and Amado M. Padilla, Chicana Ethnicity (Albuquerque, NM: University of New Mexico, 1987); Regarding cluster size in the analyses, Ward's method retained the cluster of predomí nant Latino heritage individuals despite the tendency of this method not to retain clusters of this small size. The fact that this cluster was retained suggests that predominant Latino heritage individuals are qualitatively as well as quantitatively different from individuals in the other two clusters. The following were consulted for the uses of cluster analysis: Mark S. Aldenderfer and Roger K. Blashfield, Cluster Analysis (Newbury Park, CA: Sage, 1984); H. Charles Romesberg, Cluster Analysis (Belmont,CA: Lifetime Learning, 1984); Michael R. Anderberg, Cluster Analysis for Applications (NY: Academic Press, 1973); The following was used with regard to statistical procedures: Marija J. Norusis, SPSS/PC+: Advanced Statistics, version 5.0 (Chicago, IL: SPSS Inc., 1992); Marija J. Norusis, SPSS/PC+: Professional Statistics, version 5.0 (Chicago, IL: SPSS Inc. 1992).
82. The low heritage cluster's mean education level was 7.68 (SD = 1.36), whereas 7 indicates some college or trade school and 8 indicates completion of college.
83. The bicultural cluster's level was 7.93 (SD = 1.64), where 7 indicates some college or trade school and 8 indicates completion of college.
84. The predominant Latino cluster's level of education was 5.50 (SD = 2.95) where 5 indicates some high school and 6 indicates completion of high school.
85. For overview of discriminant analysis, see William R. Klecka, Discriminant Analysis (Newbury Park, CA: Sage, 1980); for similar findings of heterogeneity among Latinos, see John W. Berry, Ype H. Poortinga, Marshall H. Segall, and T. R. Dasen, Cross-cultural Psychology: Research and Applications (Cambridge, MA: Cambridge University, 1992); Keefe and Padilla, Chicano Ethnicity ; Manuel Ramirez, Psychology of the Americas: Mestizo Perspectives on Personality and Mental Health (NY: Pergamon, 1983) .
86. For overview of discriminant analysis, see William R. Klecka, Discriminant Analysis (Newbury Park, CA: Sage, 1980); for similar findings of heterogeneity among Latinos, see John W. Berry, Ype H. Poortinga, Marshall H. Segall, and T. R. Dasen, Cross-cultural Psychology: Research and Applications (Cambridge, MA: Cambridge University, 1992); Keefe and Padilla, Chicano Ethnicity ; Manuel Ramirez, Psychology of the Americas: Mestizo Perspectives on Personality and Mental Health (NY: Pergamon, 1983) .
87. For overview of discriminant analysis, see William R. Klecka, Discriminant Analysis (Newbury Park, CA: Sage, 1980); for similar findings of heterogeneity among Latinos, see John W. Berry, Ype H. Poortinga, Marshall H. Segall, and T. R. Dasen, Cross-cultural Psychology: Research and Applications (Cambridge, MA: Cambridge University, 1992); Keefe and Padilla, Chicano Ethnicity ; Manuel Ramirez, Psychology of the Americas: Mestizo Perspectives on Personality and Mental Health (NY: Pergamon, 1983) .
88. For overview of discriminant analysis, see William R. Klecka, Discriminant Analysis (Newbury Park, CA: Sage, 1980); for similar findings of heterogeneity among Latinos, see John W. Berry, Ype H. Poortinga, Marshall H. Segall, and T. R. Dasen, Cross-cultural Psychology: Research and Applications (Cambridge, MA: Cambridge University, 1992); Keefe and Padilla, Chicano Ethnicity ; Manuel Ramirez, Psychology of the Americas: Mestizo Perspectives on Personality and Mental Health (NY: Pergamon, 1983) .
89. Furthermore, we intended to utilize gender as well as cluster membeŕ ship in predicting individuals' use of the mass media for cultural maintenance, and therefore conducted a chi-square test in order to eliminate the possibility that either women (comprising 59% of the bicultural individuals, 68% of the low Latino heritage individuals, and 50% of the predominant Latino heritage individuals) or men were over-represented in any of the clusters. Chi-square results indicated that the proportion of women and men did not vary significantly across the three clusters (Pearson chi-square [2 df] = 2.37, NS; likelihood-ratio chi-square [2 df] = 2.38, NS; Mantel-Haenszel test for linear association [1 df] = .33, NS). It must be said that part of the lack of significance may be due to the relatively small number of persons in the predominant Latino heritage cluster. In summary, gender and cluster membership could be viewed as independent predictors of individuals' use of the mass media for cultural maintenance.
90. Ríos and Gaines, "Impact of Gender and Ethnic Subgroup."
91. Keefe and Padilla, Chicano Ethnicity.
92. In field research in Texas, the first author observed different ways women and men use and think about general market and Spanish-language mass media. See Diana I. Ríos, "Chicano Cultural Resistance with Mass Media," in Chicanas and Chicanos in Contemporary Society, ed. Roberto M. De Anda (Boston: Allyn and Bacon, 1996), 127-14.