Mexican Americans and the Mass MediaThis book reports in detail the procedures and findings of project CASA (Communication and Spanish-Speaking Americans)--the most comprehensive, programmatic esearch effort to focus on Mexican-Americans and mass media. Media usage, access, credibility, gratifications, sources of information, and content preferences about a variety of media (from TV to comic books) were accessed. Focus group interviews with hispanic community leaders and with local newspaper publishers were also conducted, in addition to content and readability analyses of the local daily newspaper portrayals of Hispanics. |
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analysis Anglos and Hispanics areas behaviors bilingual bulletins Carrascolendas Chicano comic books community leaders content preferences crime cultural Description of Relationship differences editorial English ethnicity and grade evaluations factor fifth graders Flesch frequency Gannett groups H-A community Hispanic Americans Hispanic and Anglo Hispanic Anglo Hispanic community Hispanic items Hispanic population Hispanic stories Hispanic youngsters Hispanic-American household identified included interaction interest increases interviews issues language Latino listening magazines major mass media media evaluations Mexican Americans newshole newspaper newspaper reading non-Hispanic overall paper parents percent Predictors print media problems programs radio readability readership increases reading the newspaper records/tapes reported respondents Salinas sample San Bernardino Santa Fe satisfaction Sesame Street shows significant situation comedies soap operas social Spanish surnames Spanish-language media spent reading increases Stockton subgroup TABLE television tenth graders topics Tucson variables viewers viewing Villa Alegre Visalia watching TV