How do Nonspeakers View Minority Language Media? A Comparison of Basque, Catalan, Galician, Scottish Gaelic, and Welsh Public Broadcasters

Abstract

This article examines nonspeakers within audiences of minority language media across five linguistic spheres in Spain and the United Kingdom. Both literature and broadcasters emphasize normalizing the language and the need for a supportive audience to sustain publicly funded institutions. The article uses viewing and survey data alongside 44 expert interviews to address the question of how nonspeakers view minority language television in terms of content and genre. The findings indicate that sport is a common genre across all cases, while children’s content is successful in Basque, Catalan, and Galician, and documentary/factual content is popular in Scottish Gaelic and Welsh. The common denominator appears to be the ability to offer unique content—whether through exclusive broadcasting rights or content with close cultural and geographical proximity to the audience.