The media are powerful agents of socialization in modern society influencing values, beliefs, and attitudes of the culture that produces them. Both the quantity and quality of Latino images in the media may reflect and reinforce the place of Latinos in United States society. This study examines how Latinos are portrayed in television entertainment programming by addressing two major research questions: 1) What is the extent of Latino recognition on prime-time television? and 2) What is the extent of respect accorded Latinos on prime-time television? A one-week sample of prime-time television programming airing on three networks yielded 47 programs and 807 characters for analysis. Using content analysis methodology, recognition is identified by examining the frequency and proportional representation of Latino television portrayals and respect is measured by examining the types and significance of these roles. The results indicate an overall lack of diversity on prime-time television with only 11 of the 47 programs analyzed reaching 50% or more of the maximum possible diversity in their racial and ethnic portrayals. Specifically, Latinos represent only 3% of primetime television characters, less than one-fourth of their proportion of the nation's population. Compared to non-Hispanic Whites, Blacks, and Asians, Latinos are the group least likely to occupy major roles in prime-time entertainment shows and represent only 1.9% of the total opening cast credits. Latinos are still presented stereotypically but are more often presented in a generic fashion with no reference to ethnic cultural experiences. The extent of recognition and respect accorded Latinos in prime-time television is severely limited, thus there is a need for continued research and dialogue regarding symbolic media images of Latinos. The findings have implications for social scientists interested in media forms and content as cultural artifacts, members of the television media industry responsible for program development and distribution, and college media educators responsible for training young media professionals.

This study used the Health Belief Model to examine the effects of viewing valenced levels of consequences of sexual decision found in prime time television programs. When exposed to portrayals of negative consequences, participants had higher levels of perceived severity than those in the positive condition. After viewing positive portrayals, participants perceived an increased amount of benefits of behavior modification when compared to those who were exposed to the negative portrayals. In addition, multiple correlations were found between several individual-level variables that were tested for in the study and the HBM constructs. Theoretical implications and practical implications are discussed. / Master of Arts

Master of Science / Department of Journalism and Mass Communications / Louise Benjamin / This study examines women’s interpretations of model minority stereotypes of Asian American women in prime-time television. This stereotype depicts Asian Americans as well educated, intelligent, competitive, hardworking and successful career women. Using focus group discussions, this study recalls perceptions and explores potential effects of model minority stereotypes in prime-time television among women of varied racial-ethnic backgrounds. The study finds that both Asian/Asian American women and women from other racial-ethnic groups confirm belief in the model minority media stereotype in prime-time television. The selfperception and others’ perception of Asian American women as a model minority imposes stress on Asian/Asian American women in terms of gender role, academic performance and career achievement. Additionally, perceptions toward the model minority media stereotype among women of varied racial-ethnic backgrounds influence intergroup relations, interracial contact and evaluation of the model minority media image. Implications indicate that the model minority media stereotype has both positive and negative influences on Asian/Asian American women and other racial-ethnic groups. The study suggests that American media can increase the frequency and diversity of Asian American women’s media representation to reduce the negative societal influence of one-dimensional media stereotypes.