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82Nd, New Orleans, Louisiana, August 3-8, 1999) DOCUMENT RESUME ED 433 562 CS 510 143 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (82nd, New Orleans, Louisiana, August 3-8, 1999). Minorities and Communication. INSTITUTION Association for Education in Journalism and Mass Communication. PUB DATE 1999-08-00 NOTE 451p.; For other sections of this proceedings, see CS 510 132-153. PUB TYPE Collected Works - Proceedings (021) EDRS PRICE MF01/PC19 Plus Postage. DESCRIPTORS Advertising; American Indians; Asian Americans; High Risk Students; Higher Education; Journalism Education; *Mass Media Effects; *Minority Groups; *Newspapers; Racial Bias; *Racial Relations; Sex Stereotypes; Student Attitudes IDENTIFIERS African Americans; Hate Speech; Internment Camps; *Lynchings; Media Coverage; Mormons; Native Americans; Spanish Language Only Television; Teen Magazines ABSTRACT The Minorities and Communication section of the Proceedings contains the following 15 papers: "An Analysis of Role Portrayal in U.S. Spanish-Language Television Promotional Announcements" (Jami J. Armstrong and Alice Kendrick); "A Critical Analysis of the Newspaper Coverage of Native Americans by 'The Daily Oklahoman' Newspaper for 1998" (Dianne Lamb); "Japanese-American Internment Redress and Reparations: A Pilot Study of Media Coverage by the 'Los Angeles Times' and 'Washington Post'--1986-1999" (Joy Y. Nishie); "Third-Person Perception and Optimistic Bias among Urban Minority 'At-Risk' Youth" (John Chapin); "Exclusion, Denial, and Resignation: How African American Girls Read Mainstream Teen Magazines" (Lisa Duke); "Hate Speech and the Third-Person Effect: Susceptibility, Severity, and the Willingness to Censor" (Jennifer L. Lambe and Dhavan V. Shah); "The Media, Susan Smith, and the Mythical Black Kidnapper: Why Don't I Trust My Black/White Neighbor?" (Jennifer L. Bailey Woodard); "KVUE-TV's 'Crime Guidelines' and Unconscious Racism: A Case Study" (Bob Pondillo); "Let That Be Your Last Battlefield: Race and Biraciality in 'Star Trek'" (Michele S. Foss); "Model Minority Discourse in the News Media: A Comparison of Asian American and Mormon Cases" (Chiung Hwang Chen); "'Beyond the Looking Glass': Thoughts and Feelings of African American Images in Advertisements by Caucasian Consumers" (Cynthia M. Frisby); "The Press and Lynchings of African Americans" (Richard M. Perloff); "Black, White, Hispanic, and Asian-American Adolescents' Responses to Culturally Embedded Ads" (Osei Appiah); "A Minority Voice in the Wilderness: Julius F. Taylor and the 'Broad Ax' of Salt Lake City" (Michael S. Sweeney); and "'The Indianapolis Recorder': A Midwestern Black Newspaper Passes Century Mark by Finding Formula for Survival" (Tendayi S. Kumbula). (RS) ******************************************************************************** Reproductions supplied by EDRS are the best that can be made from the original document. ******************************************************************************** Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (82nd, New Orleans, Louisiana, 'August .3 -8, 1999): Minorities and Communication. Association for Education in Journalism and Mass Communication. 1999-08 U.S. DEPARTMENT OF EDUCATION PERMISSION TO REPRODUCE AND Office of Educational Research and Improvement DISSEMINATE THIS MATERIAL HAS EDUCATIONAL RESOURCES INFORMATION BEEN GRANTED BY CENTER (ERIC) f3.1 his document has been reproduced as received from the person or organization BESTCOPYAVA1LABLE (CI originating it. Minor changes have been made to improve reproduction quality. TO THE EDUCATIONAL RESOURCES in this INFORMATION CENTER (ERIC) oPoints of view or opinions stated 2 document do not necessarily represent official OERI position or policy. An Analysis of Role Portrayal in U.S. Spanish-Language Television Promotional Announcements Jami J. Armstrong, Ph.D. (University of North Texas) Assistant Professor of Advertising School of Journalism and Broadcasting Oklahoma State University 309 Paul Miller Building Stillwater, Oklahoma 74078 ph. 405/744-6848 fax: 405/744-7104 e-mail: [email protected] Alice Kendrick, Ph.D. (University of Tennessee) Associate Professor of Advertising Center for Communication Arts Southern Methodist University Dallas, Texas 75275-0113 ph. 214/768-2381 fax: 214/768-2784 e-mail: [email protected] April, 1999 Author's Note: The authors would like to acknowledge the valuable assistance and expertise of Augustine Jalomo of Dieste & Partners, Dallas, Texas, and Dr. Tom Weir, Assistant Professor at Oklahoma State University. Role Portrayal in Spanish-language Promotional Announcements Abstract This study, the first to profile television promotional announcements on Spanish- language television, revealed an emphasis on sexual content and contact, suggestive dress and a high degree of sex role stereotyping. The images a viewer of Spanish language television receives via promotional announcements is that programming will feature an abundance of scantily clad, young, attractive women. The findings call into question whether the station promotional announcements, as well as programming they represent, are in keeping with the Hispanic cultural values as expressed in the marketing and communication literature. 4 Role Portrayal in Spanish-language Promotional Announcements 1 An Analysis of Role Portrayal in U.S. Spanish-Language Television Promotional Announcements Introduction The Hispanic market According to the U.S. census data the Hispanic population is about 30 million, comprising 1 1percent of the nation's total, and is projected to reach 42.4 million by 2010 (U.S. Department of Commerce, 1999). The Hispanic-American population is growing five times faster than the U.S. population, making the U.S. the fifth largest Hispanic nation in the world (Bowser, 1998). Estimated at more than $350 billion per year, (Bowser, 1998) the Hispanic market has become an attractive segment to U.S. marketers, and many have turned to Spanish-language media outlets, especially Spanish-language television, to reach this rapidly growing consumer group. As a result Spanish-language television has experienced tremendous growth in recent years. While overall television viewing increased only one percent in 1994, Hispanic viewing grew seven percent (Coe, 1995). Spanish-language television currently reaches 1.4 million households during primetime. Recently in some markets, including Miami and New York, the Spanish-language station has achieved higher ratings during prime-time than ABC, CBS, NBC or any other English-language station (Arocha, 1998). Acculturation Theory In addition to providing marketers and advertisers a way to reach the lucrative Hispanic market, Spanish-language television plays a critical role in the assimilation and integration of Hispanics into U.S. society (Valdes & Seoane, 1995). When immigrants come to the United States they bring with them thelangUage, customs, values and 5 Role Portrayal in Spanish-language Promotional Announcements 2 traditions of their home country. Little by little they begin to blend native traditional values with dominant U.S. cultural values. This process is known as acculturation. As Hispanics mix into U.S. society they are exposed to many agents of acculturation,which help them learn about U.S. culture. Spanish-language television assists in the acculturation process by bringing American culture to the Hispanic population "who might otherwise be linguistically and culturally isolated from American society"(Valdes & Seoane, pg. 257). Spanish-language television is a vital information link for U.S. Hispanics (Valdes & Seoane, 1995). It not only offers entertainment, cultural events, politics and news about mainstream America, but also provides information about other Spanish-speaking countries around the world. Some have suggested that many third- and fourth-generation U.S. Hispanics are engaged in retroacculturation (Valdes & Seoane, 1995), aconscious search for their ethnic identity. Many of these individuals may be highlyassimilated into the U.S. culture but are seeking information and wish to embrace the heritage of their parents and grandparents. U.S. Spanish language television,with its extended news coverage of Latin America and abundance of Mexicanand Venezuelan-produced entertainment programs, may serve not only to acculturate newly arrived Hispanic immigrants,but also to retroacculturate third and fourth generation Hispanics (Valdes & Seoane, 1995). Purpose of Study Tan (1981) suggested that in order to study media as an agent ofacculturation one must first define the media content. This study systematicallyprofiles the content and examines the gender portrayals found in Spanish-language promotional announcements. 6 Role Portrayal in Spanish-language Promotional Announcements 3 Background Hispanic Culture The word Hispanic derives from Hispania Iberian peninsula (Spain). The term Hispanic is commonly used to refer to residents of the United States who trace their family background to Spain or one of the Spanish-speaking Latin American nations (Marin & Marin, 1991; Foster, 1995). There are several other terms used to describe this population, including Latino, Chicano and Mexican-American, but Hispanic has become the one most used by social scientists because it is neither offensive nor politically linked (Marin & Marin, 1991). Hispanic is not a racial label, but an ethnic group. Most Hispanics are a racial mix of white Europeans, Indigenous Indian and African. As
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