Cultural Proximity and Audience Behavior: The Role of Language in Patterns of Polarization and Multicultural Fluency |
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| Authors: | Thomas B Ksiazek MA and PhD James G Webster PhD |
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| Institution: | 1. Northwestern University;2. Technology and Society program in the Department of Communication Studies , Northwestern University;3. Indiana University;4. Department of Communication Studies and the program in Media, Technology and Society , Northwestern University |
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| Abstract: | Cultural proximity is a multidimensional concept, most often used to explain media preferences across national boundaries. The present study extends the construct, revealing its power to explain audience formation within a multicultural society. Portable People Meter data from Arbitron, Inc., was used to compare patterns of television and radio use across Spanish-speaking Hispanics, English-speaking Hispanics, and non-Hispanics in Houston, Texas. The results indicate that language preferences play a powerful role in determining audience behavior. Furthermore, while English-speaking Hispanics exhibit multicultural fluency, the other two populations show evidence of cultural polarization. |
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