Communication Commons^™

Television Viewing And Latino Stereotypes, Gustavo Rivera

University of the Pacific Theses and Dissertations

Over the course of a modern lifetime, television viewing accounts for a significant amount of information taken in by viewers. Within that consumption lies a potential problem. Viewers may learn erroneous messages about people and the world. Since television has characterized Latinos in ways that have emphasized cultural stereotypes, viewers may learn to perceive them in a corresponding manner. A questionnaire was administered to a sample of 403 students from five universities and two community colleges located in Northern California. The respondents completed a seventy-one item questionnaire. Five key variables were utilized to measure relationships between them. The key variables …