An Audience Reception Analysis Field Study: Exploring Second and Later Generation Latino Viewers’ Perceived Realism Appraisals of Latino Fictional Television Characters in English Language Television Programs A dissertation presented to the faculty of the Scripps College of Communication of Ohio University In partial fulfillment of the requirements for the degree Doctor of Philosophy Erica Butcher August 2009 ©2009 Erica Butcher. All Rights Reserved. This dissertation titled An Audience Reception Analysis Field Study: Exploring Second and Later Generation Latino Viewers’ Perceived Realism Appraisals of Latino Fictional Television Characters in English Language Television Programs by ERICA BUTCHER has been approved for the School of Media Arts and Studies and the Scripps College of Communication by Drew O. McDaniel Professor of Media Arts and Studies Gregory J. Shepherd Dean, Scripps College of Communication ii ABSTRACT BUTCHER, ERICA, Ph.D., August 2009, Mass Communication An Audience Reception Analysis Field Study: Exploring Second and Later Generation Latino Viewers’ Perceived Realism Appraisals of Latino Fictional Television Characters in English Language Television Programs (225 pp.) Director of Dissertation: Drew O. McDaniel This qualitative audience reception analysis explored the cultural believability of fictional portrayals of Latinos in English-language television programs. The informants for this study were predominately second and third generation Mexican Americans, living in the Los Angeles, California area. This research focused on the ways these Latino viewers experienced, interacted with, and assigned meaning to Latino television characterizations. Because these activities do not occur in isolation particular attention was given to the social construction and negotiation of meanings. Reception typically occurs and is discussed in informal settings, so the researcher employed the naturalistic methods of guided conversations and participant observation. During the field study, viewers discussed whether they could imagine a real-life person having similar characteristics to fictional characters on television. Moreover, they communicated the social significance of programs including fictional characters that reflect Latino persons’ cultural realities in more inclusive and diverse, yet entertaining ways. Viewers wanted to see more second and later generation Latino characters in scenes where they would have an obvious presence in similar real-world settings. The main finding of this research indicated that the viewers in this field study not only paid close attention to cultural details in characterizations and their believability, they were able to recall these details iii after a long period of time, indicating that these details were highly salient in their believability judgments. Most notably, viewers repeatedly conveyed the perception that too often productions emphasized cultural extremes or exaggerations that did not reflect the ways they experienced their Latino identities. They were particularly concerned by the frequent use of stereotypes, the use of exaggerated foreign accents, and the lack of attention to differences in heritage nationalities and heterogeneity of Latino populations. In addition to these critiques, this research detailed viewers’ perceptions of production and character development decisions, and included a discussion of believable identity cues productions might use to communicate characters’ Latino identities. Specifically, viewers suggested programs might incorporate Spanish in dialogues and believable cultural cues in characters’ environments as Americans of Mexican and Salvadorian ancestry. Approved: _____________________________________________________________ Drew O. McDaniel Professor of Media Arts and Studies iv To My Family for their Love and Support v ACKNOWLEDGMENTS A project of this type would not have been completed without the spiritual and moral support of many individuals. First, and for most, I am indebted to the Almighty God. My gratitude also goes to the Scripps College of Communication and the School of Media Arts and Studies for providing research grants and an additional year of funding. Moreover, this research was possible because of generosity of the people who shared their stories and opened their homes to me during my stay in Los Angeles. Furthermore, many thanks go to my dissertation director, Dr. Drew McDaniel, for helping me to find my qualitative voice and maintain focus. Words cannot express all that I have learned from him and hope to pass on to my students. Many thanks also go to the members of my dissertation committee. Dr. Greg Newton played an instrumental role in the development of my dissertation proposal. I appreciated our discussions about the television industry. I am especially grateful to Dr. Héctor Perla Jr. for his insights on the organization of my field study chapters, living in Los Angeles and television characterizations. Dr. Brad Jokisch offered crucial literature and fieldwork direction. Dr. Arvind Singhal encouraged me “to think outside of the box,” too often a rare gift. And Dr. Raymie McKerrow provided beneficial suggestions for the discussion and conclusion chapter. In addition to my dissertation committee members, I must acknowledge other mentors in my field who have guided my graduate studies: Dr. Trevellya Ford-Ahmed, Dr. Vibert Cambridge, Dr. Roger Cooper and my brother-in-law Dr. Enrique (Rick) Rigsby. vi Also a debt of gratitude is owed to the directors and my colleagues at the Student Writing Center, in particular, Dr. Jennifer Pauley-Gose, Dr. Talinn Phillips, Dr. Candace Stewart, Susan Musser, Andrew Carlson and my writing group members. I am also indebted to many friends, including Rosa Jimenez, Judith Rodriguez and Yvette Casas for their friendship and direction during my fieldwork. Other notable individuals include Dr. Janice Collins, who served as my life coach and prayer partner, Dr. Francis Atuahene, who urged me toward the finish line, to my colleagues Dr. Chalisa Magpanthong, Dèanda Johnson and Valessa St. Pierre, for their sound advice, and to Erica Linton and Gail-Ann Bumbury for being my cheerleaders. Without my family and their unwavering belief in my academic success this would not have been possible. I thank my late father Robert for always stressing the importance of education and my mother Elaine for her constant support, my siblings for their encouragement, as well as my grandmother, Arline and step-father Dane for their careful reading of my dissertation. vii TABLE OF CONTENTS Page ABSTRACT ....................................................................................................................... iii ACKNOWLEDGMENTS ................................................................................................. vi CHAPTER 1: INTRODUCTION ....................................................................................... 1 Intellectual Curiosity ....................................................................................................... 2 Television Portrayals of Latino Identities ....................................................................... 4 Statement of the Problem .......................................................................................... 10 Viewers and Believability Judgments ........................................................................... 12 Conceptualizing Realism Appraisals ........................................................................ 14 Levels of Specificity in Believability Appraisals ..................................................... 17 Identification with Characters ................................................................................... 19 Guarded Receptions .................................................................................................. 21 Overview of the Dissertation ........................................................................................ 23 CHAPTER 2: NATURALISTIC APPROACH TO RECEPTION ANALYSIS .............. 26 Naturalistic Methods of Inquiry .................................................................................... 26 Land of Television Studios and Disputed Borders ....................................................... 28 Gaining Familiarity in the Research Scene ................................................................... 31 Identifying Potential Informants ................................................................................... 32 Latino Viewers .............................................................................................................. 33 Guided Conversations ................................................................................................... 36 Participant Researcher............................................................................................... 39 Beginning Interviews and Matters of Flexibility ...................................................... 43 viii Challenges of Guided Conversations ........................................................................ 45 Analysis Process ........................................................................................................... 48 Chapter Summary ......................................................................................................... 50 CHAPTER 3: BEHIND THE SCENES ........................................................................... 52 TV Professionals Lack Knowledge .............................................................................