Media Usage and Acculturation: Asian Indian Professionals in Silicon Valley^*

Abstract

We examine connections between media use, intergroup contact, and acculturation in 237 Asian Indian professionals in Silicon Valley, drawing on theories of immigrant acculturation, intergroup contact, and media effects. Quality of host contact positively predicted acculturation. Indian (ethnic) media consumption negatively predicted acculturation, and American (host) media consumption was positively related to acculturation. Ethnic television viewing exacerbated the effects of negative intergroup contact on acculturation. Respondents used social networking websites to maintain both host and ethnic ties. Host cultural/informational capital was positively related to acculturation. Host media consumption was positively related to political engagement and loneliness.

Keywords:

• Intergroup contact
• acculturation
• Asian Indian
• media effects
• SNS
• information capital

Acknowledgement

The authors would like to thank three anonymous reviewers for their careful reading and helpful suggestions, and Dr Melinda Jackson, San José State University.

Notes

* Some portions of this manuscript were presented at the 98th annual meeting of the National Communication Association, Orlando, FL.