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Televised Portrayal Of Hispanics

ABSTRACT Recent research has begun to recognize the roIe that mass media
plays in acculturation. Equally important, however, may be the media’s ability to
influence the host society’s perception of ethnic group members. Misperceptions
by either group may inhibit or halt the acculturation and assimilation processes.
As a first step to determine the degree of shared perceptions, the present study
compared Hispanic, black, and Anglo respondents’beliefs about the adequacy of
minority character portrayals on television programs and commercials. Additional
analyses explored the impact of demographic and media use variables on these
perceptions.

The results indicate that there are significant differences in perceptions between
ethnic viewers and Angles. Minority group members were more likely to believe
that there are too few minorities on TV No significant differences, however, were
found in the perceived fairness of ethnic portrayals. Among Anglo respondents,
heavy TV viewing was associated with a greater belief that television portrayed
Hispanics fairly, while among Hispanic respondents the opposite was true. Total
amount of television viewing among blacks was positively correlated with the
belief that there are too few blacks on television. These results have important
theoretical implications for the way the media may effect acculturation and assimilation.
Implications for advertising and programming practitioners are also
discussed.
In the last few years there has been an increased recognition of the role
of the mass media in the acculturation process (Kim, 1977; O’Guinn, Faber, & Meyer, 1984). Acculturation can be defined as “the change in
individuals whose primary learning has been in one culture and who take
over traits from another culture” (Marden & Meyer, 1968, p. 36). Ethnic
group members who want to become acculturated can learn many of the
values and norms of the dominant culture from the host society’s media.
However,...