Media, labels and pan-Latino identity : a case study on Latino USA
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The present study employed a case study of the public radio program Latino USA to examine the interaction among audience members and the media in the current salience of pan-ethnic Latino identities. Through examining archived program records, interviews, transcribed listener calls and program content, the study observed five characteristics of Latino identity: Latino identity as inherited, personal, situational, layered and interactional. As a result, the study concludes that the media may play the strongest role in identity negotiation with audience members when informing non-Latinos of Latino issues. The strength of ties to collective identity formation or promotion among Latinos based on pan-ethnic media programming was not universally accepted. However, the majority of sources in the study found Latino public radio programming important, for both Latinos and non-Latinos.