Language shift is the process by which a speech community in a contact situation (i.e. consisting of bilingual speakers) gradually stops using one of its two languages in favor of the other. The causal factors of language shift are generally considered to be social, and researchers have focused on speakers' attitudes (both explicit and unstated)…

Discusses the relationship between the language use patterns of multilinguals and their media preferences and exposure. Suggests that the frequency of a particular language's use correlates with preferences for and exposure to television in that language. Shows this relationship to be more pronounced with specific cultural programing. (KEH)