Mexican Americans and the Mass Media

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 newspaper publishers were also conducted in addition to content and readability analyses of the local daily newspaper portrayals of Hispanics.