For many U.S. Latinos, biculturalism is key to self-identity

Many U.S. Hispanics feel culturally connected to both their U.S. and Latino identities, according to the annual FOCUS: Latino report.

The study finds that, when asked to rate on a scale of 1-5 whether they identified themselves as “completely Latino” or “completely American,” 18 percent of Hispanics identify themselves as “completely American,” 43 percent as completely Latino, and four in ten (39 percent) feel they are a mix of both.

These data correlate to acculturation markers like language use in the home. Latinos in bilingual homes are, concomitantly, more likely to be bicultural. Four in ten Hispanics in English-oriented homes (where mostly/only English is spoken) consider themselves both Latino and American, and a full 16 percent of those heads of household define themselves as “completely Latino.”

At the same time, bicultural Latinos do not necessarily only live in bilingual homes: Almost one-quarter of bicultural Latino heads of household live in Spanish-dominant homes; one-third live in English-oriented homes.

Latinos identifying themselves as bicultural spend the majority of their TV viewing time– 72 percent — with English language TV and 28 percent with Spanish language programming.  Yet Spanish language TV remains important: Four in ten bicultural Latinos watch TV in Spanish at least every other day.  And, programming in English targeted to Latinos is quickly gaining ground, with 20 percent of biculturals watching at least weekly.

Source: Hispanic Market Facts/Research, New Study: Focus Latino Report Reveals That Many U.S. Latinos, Biculturalism is Key to Self-Identity, July 8, 2011.