This study examined the influence of television viewing and interpersonal contact on young adults' stereotypes towards Hispanic Americans. White American undergraduate students (N = 231) at a small private university in the western United States completed an anonymous self-administered group questionnaire. Regression analysis revealed that the Hispanic negative index is highly positively correlated with White Americans who perceive that they learn about other races from watching TV and positively correlated with White Americans who identify with many TV portrayals. Regression analysis also revealed that the Hispanic positive index is highly positively correlated with White Americans who evaluate their contact with Hispanic Americans as very pleasant and positively correlated with White Americans who talk with Hispanic Americans very often. The study shows that television viewing has a significant impact on White Americans' negative stereotypes towards Hispanic Americans when White Americans perceive that they learn about other races from watching television. Also, the contact hypothesis has strong support in this study. Talking to Hispanic Americans was found to have an impact on White Americans' positive stereotypes towards Hispanic Americans and evaluation of contact was found to have a significant impact on White Americans' positive stereotypes towards Hispanic Americans. These results suggest that television viewing and interpersonal contact may have a significant influence on stereotype development towards Hispanic Americans.

This thesis uses racial stereotyping as a critical approach to the analysis of television advertising commercials broadcast by the SABC during the period of Reform in South Africa, 1978-1992. Due respect is given to theoretical debates about the ideological role of consumer advertising. In the light of various possible causes, such as an increasing importance of blacks to the consumer market, government co-option in terms of 'Total Strategy', or calls by the business sector for a strong black middle class, particular attention is given to the underlying dynamics of black middle class depiction in advertisements. The Introduction outlines the main arguments of the thesis, key theoretical moves, and discusses research sources. Chapter 1 clarifies the concept of stereotype, the nature of racial stereotyping, and proposes a category framework for the analysis of racial stereotyping in a reformist apartheid context. Chapter 2 marries a racial stereotyping critical approach of consumer advertising in South Africa with theoretically-informed advertising criticism in terms of a conception of consumption as a means of hegemony. Chapter 3 outlines aspects of the post-World War II political economy which have underpinned the ensuing forms of South African racial stereotyping. Chapter 4 examines the basis of the SABC-TV broadcasting dispensation and its influence upon the forms of racial stereotyping in commercials. Chapter 5 examines the use of political and public service advertising during the P.W. Botha era, in consideration of what influence such political dimensions of Reform might have had upon the ideological content of advertising in general. Chapter 6 examines advertising production practices during the period of Reform in order to assess the position of the advertising industry with regard to the changing forms in racial stereotyping. Chapter 7 applies the preceding theorisation and assessments about the relationship between the political economy and changing forms of racial stereotyping in SABC-TV commercials in a case study based on the advertising commercial 'history reel' for Castle Lager. Chapter 8 gives further verification in a case study of the history reel for Rama margarine. The Conclusion sums up the preceding chapters and reassess earlier observations. Appendices in Volume II of the thesis provide 830 shot-by-shot descriptions and 890 stills for 41 commercials that comprise the two case studies. / Thesis (Ph.D.)-University of Natal, Durban, 1998.

Thesis (M. Ed.)--University of Hong Kong, 1990. / Includes bibliographical references.

Thesis (M.Ed.)--University of Hong Kong, 1990. / Includes bibliographical references. Also available in print.

published_or_final_version / Education / Master / Master of Education

"April 2004" / Includes bibliographical references (leaves 439-471) / ix, 471 leaves : ill. (some col.) ; 30 cm. / Title page, contents and abstract only. The complete thesis in print form is available from the University Library. / Thesis (Ph.D.)--University of Adelaide, School of Social Sciences, Discipline of Gender Studies, 2004