2015 International Conference

Learn more about the 2015 conference here.

Best papers

Best Mixed Methods Paper: “Dime lo que pasa”: How Mexican Americans and Whites Access Political Information Resources though Family

By Marcela García-Marañón, University of Washington

Abstract: This papers focuses on the manner in which political socialization plays out in through media use amongst Latinos and Whites within their families. Specifically, I explore Media through family as information sources for native and foreign-born citizens. Media as political resources vary in language, content, and potential impact in Latino and White populations. Utilizing survey data and deep-interviews, I analyze the frequency with which potential political actors use media through family and their effect on their overall political orientation. I find that, particularly for those with limited English-language proficiency, their families serve as a mediating resource for local and national political news and information, often translating English-language media for the immigrant. Moreover, those that are native born rely on more individual information resources, like the media, as well the Internet.

Best Qualitative Paper: Webnovelas, A New Economic and Cultural Bridge between the U.S. and Latin America

By Tomás López-Pumarejo, Brooklyn College

Abstract: No academic research currently exists on the webnovela, a new type of marketing genre and sentimental serial drama which is popular among immigrants, pivotal to the future of the U.S. Spanish-language media and informative about its past. This paper applies cultural studies, management, new media and marketing theory to the study of the first three webnovelas launched from 2006 to 2011. It analyzes how this new genre fits into the history of sentimental serial drama; how it appeals to Hispanics and to immigrants at their home countries and at their host country as well; and how the U.S. Spanish-language television and new media address its $900 billion Hispanic consumer market. This study revealed that although webnovelas are likely to continue being popular as romantic fiction for the new media and profitable as a marketing system, they are unlikely–as operationally defined by this analysis–to be produced independently from the Univision media group in the foreseeable future, even when the entry barriers for competitors are low. This paper should be of value to those interested in the latest developments in ethnic marketing, narrative theory, interactive marketing, and international business and communications.

Best Quantitative Paper: Ethical Ideology Effects on Alcohol Advertising Appraisals, The Moderation Role of Ethnic Identification

By Miguel Zúñiga, Morgan State University

Abstract: In an extension of generational theory, the present research argues that ethical ideology (i.e., idealism vs. relativism) impacts alcohol advertising responses (i.e., ad attitudes, brand attitudes and purchase intentions). Additionally, this research studies how this relationship is mediated by ethical appraisal of alcohol ads and moderated by the level of ethnic identification (i.e., high vs. low). The results of this experiment provide additional evidence in support of generation theory which states that each generational cohort holds distinct ethical ideologies. This study further identities ethical ideology differences among the Generational Y cohort. Participants with high ethnic identification and an idealistic ideology rate the alcohol  advertisements (ads) lower. These consumers feel they belong to a group because they identify strongly with that group, this coupled with their sense of idealism makes them rate alcohol ads lower because they perceive the ads as unethical. These results are consistent with the notion that participants’ sense of belonging and ethical ideology influences responses to alcohol ads.

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Francesca Gonzalez-Roel Discusses Benefits of 2013 Spanish Media Conference

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