Mexican Americans and the Mass Media

by Judee K. Burgoon, Bradley S. Greenberg, Michael Burgoon

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...

• 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

A benchmark book on Hispanic media consumption

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.