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Jurado was a disc jockey for KIIS, a radio station in Los Angeles. He initially broadcast only in English; but the station's program director then asked him to use some Spanish "street phrases" and slang in an attempt to attract Hispanic listeners to increase the station's audience. After reviewing the station's audience ratings, the station manager concluded that the use of Spanish on the air actually served to decrease the station's audience, because it confused listeners as to the nature of the programming, the rest of which was in English. Jurado was then instructed to broadcast only in English; he continued to use Spanish while on the air and was ultimately fired. He filed a complaint under Title VII alleging that he was discriminated against because of his national origin."
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This solution offers ideas regarding the importance of early psychosexual development.
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