Media influences on Mexican-heritage youth alcohol use: moderating role of language preference and ethnic identification

Authors

Jeong Kyu Lee, University of WollongongFollow
Michael L. Hecht, Pennsylvania State University

RIS ID

80960

Publication Details

Lee, J. & Hecht, M. L. (2010). Media influences on Mexican-heritage youth alcohol use: moderating role of language preference and ethnic identification. Howard Journal of Communications, 21 (3), 199-223.

Abstract

Using cross-sectional data (N = 1,081), this study examined the relationship between Mexican-heritage adolescents' media exposure and alcohol use. Perceived peer norms and positive expectancies were hypothesized to mediate the relationship between media exposure and alcohol use behaviors, and media language preference and ethnic identification were hypothesized to moderate the relationship. The results supported the predictions that the relationship between media exposure and alcohol use was mediated by peer norms and positive expectancies and that the relationship was partially moderated by language preference. However, contrary to expectations, the results did not support the hypothesis that ethnic identification moderated the relationship between media use and alcohol use. Practical implications, research limitations, and future directions are discussed.