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News or Noticias: A Social Identity Approach to Understanding Latinos’ Preferred Language for News Consumption in the United States

For Latinos in the United States, decisions reflecting which language they prefer for news media consumption can have substantial effects on the quality of the content they receive. However, little is known about what influences Latinos’ language preferences for news media consumption. This project looks to fill that void to the immediate appeal of academics and media analysts by asking, What influences Latinos’ language preference for news? This project builds on social psychology theories highlighting the role played by social identity and self-categorization for inspiring culturally consistent behaviors. This social identity approach focuses on the embrace of Latino characteristics and the complementary nature of Spanish-language media outputs relative to those characteristics. Using the 2006 Latino National Survey, the role of identity is explored. The results indicate that language preferences for news consumption are indeed related to various social identity measures among Latinos in the United States.