Hispanic Television Activity: Is It Related to Vitality Perceptions?

Abstract

Guided by previous research, this examination continues to test the social identity gratifications approach by investigating whether ethnic group membership is a motivation for Hispanics when selecting and avoiding television. It was proposed that individuals' level of ethnic identity would predict television selection and avoidance and, more important, television selection and avoidance would predict vitality, or how Hispanics perceive their group in the social hierarchy. Results support the hypotheses. Level of ethnic identity is related to both television selection and avoidance, and television selection and avoidance for ethnic identity gratifications predicts vitality perceptions.