Mexican Americans and the Mass Media
This 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.
Format:Hardcover
Language:English
ISBN:0893911267
ISBN13:9780893911263
Release Date:January 1983
Publisher:Praeger
Length:306 Pages
Weight:1.30 lbs.
Dimensions:0.8" x 6.1" x 9.2"
Customer Reviews
1 rating
A benchmark book on Hispanic media consumption
Published by Thriftbooks.com User , 26 years ago
This is a book that reports a large scale research study, both qualitative and quantitative on how Hispanic and Anglo media consumers differ in their habits and orientations. A very useful book for marketers and media specialists.
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