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This article argues that there is a difference between being Hispanic and possessing Hispanic ethnicity, with the former being a demographic characteristic and the latter a psychological construct. An empirical study of Hispanics revealed the existence of four distinct Hispanic ethnicity segments. The four segments were labeled Strong Hispanics, A-Symbolic Hispanics, Symbolic Hispanics, and Weak Hispanics. The segments were found to possess similar demographic characteristics, but different media preferences and behaviors. Several theoretical and practical implications arising from the study results are discussed.
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