Parasocial interaction between Latino newscasters and their viewers: A cultural pluralism perspective

Latino identity is in a hybrid state that is continuously evolving to include many factors. Latinos no longer feel the need to assimilate and renounce their cultural identity. Multiculturalism proposes the maintenance of Latino identity to include many variables. A Latino today can maintain their identity as well as include many factors to compose a multi-faceted identity. Therefore, a Latino today can listen to both Spanish-language and English- language radio programs. The present study investigates parasocial interaction between Latino respondents and Latino/White newscasters. Parasocial interaction serves as a medium to study the strength of ethnic identification in Latinos. This study contributes to the research on multiculturalism and cultural pluralism as well as the field of communication.