Identifier

etd-03272006-193913

Degree

Master of Mass Communication (MMC)

Department

Mass Communication

Document Type

Thesis

Abstract

This study focuses on how African-Americans and Hispanics perceive their racial equality in American advertising. A survey was conducted to find out the African-American and the Hispanic perceptions about how these ethnic groups saw themselves depicted, and the way they are stereotyped by the U.S. media. Overall, the study found that there was no difference between race and the level of perception between these two ethnic groups. However, age appears to be the only demographic variable that affects the African-American and Hispanic perception of discrimination. In addition, the study also exposed that African-Americans are mostly portrayed in the athletic advertising industry. Hispanics, on the other hand, appear most often in family-oriented and business-oriented ads.

Date

2006

Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Stephen A. Banning

DOI

10.31390/gradschool_theses.1961

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