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ERIC Number: ED078686
Record Type: RIE
Publication Date: 1973-Jun
Pages: 227
Abstractor: N/A
Reference Count: 0
Media Habits and Attitudes of Mexican-Americans. Surveys in Austin and San Antonio. II. Prediction of Mexican-American Communication Habits and Attitudes.
Valenzuela, Nicholas; And Others
A survey was undertaken to assess and identify communication patterns associated with Mexican-Americans in Austin and San Antonio, to determine the extent to which differences in communication habits and attitudes within the Mexican-American community vary in accordance with demographic variables (such as age, sex, socio-economic status, language, and ethnicity), and to discuss the implications of the findings for the planning of public broadcasting for Mexican-Americans. The data which were analyzed for the study consisted of 1599 bilingual interviews gathered by telephone or in the field, and results suggest that the major differences in media habits and preferences were related to different socio-economic status levels and the language used in the interview. Age, ethnic reference label, and sex were interrelated with socio-economic status and language. In an effort to make television more relevant and beneficial to Mexican-Americans, better methods of audience-to-producer feedback should be developed and media research should become an essential and permanent part of television production. (SH)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: Corporation for Public Broadcasting, Washington, DC.
Authoring Institution: Texas Univ., Austin. Center for Communication Research.