Media and the American Mind: From Morse to Mcluhan. Czitrom,Daniel J. Chapel Hill: The University of North Carolina Press, 1982, 254 pp. $19.95 cloth; $7.95 paperback

Abstract

In this article, the authors expand upon their previously published findings (9) on the use of Spanish-language broadcasting. Discriminant analysis was used to produce a profile of Mexican-Americans who prefer Spanish-language television over English-language television. A comparison of this profile with that previously derived for Spanish-language radio listeners indicates that while there is some overlap between these audiences, they are far from identical. The implications of these results should be considered by those anticipating implementing an ethnic segmentation strategy utilizing Spanish-language radio or television.