Influence of the Host and the Ethnic Media Use on Acculturation Forms - A Latent Variable MANCOVA by SEM -

Abstract

The present study investigated the influence of the combination of the host and the ethnic media use on Berry's four forms of acculturation; marginalization, separation, assimilation, and integration (Berry, 1992, 1997). Additionally, it was examined that the impact of the acculturation forms on satisfaction and success in the new society. Frequent use of the host media contents only prevented separation and boosted assimilation or integration in the new society. On the contrary, frequent use of the ethnic media contents only forced separation from the new society. Frequent use of both media contents derived assimilation into the host society. Subsequently, marginalization had a negative impact on success but assimilation affected success positively in the new society. Integration had a positive impact not only on success but also on satisfaction. Investigating indirect effects of media use to success and satisfaction, frequent use of the host media contents only was the best for successful and satisfactory immigrant's life in the new society. For statistical analysis, latent variable MANCOVA model and regression model were used simultaneously in a structural equation modeling (SEM) by modifying the method suggested by Bagozzi, Yi (1989).