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ABSTRACT
English-language Latino-themed programming (ELLTP) incorporates ethnocultural content reminiscent of Latina/os TV viewers’ social identity. Grounded in a social identity approach, the present study explored the relationship between Latina/os’ viewing of identity categories embedded in ELLTP and self-esteem. A voluntary survey of 426 self-identified Latina/os generally found a positive relationship between identity categories and self-esteem shifts, either at a personal or collective level. The overall results suggest that consuming in-group ethnic media content can satiate social identity gratifications among ELLTP Latina/o viewers, specifically pertaining to self-esteem maintenance.