This book identifies, documents, and analyzes the major dimensions of U.S. prime-time TV content. By exmining fictional TV series run in prime-time and on Saturday mornings over three seasons, the author and his research team have put together a fascinating study of American society according to television.

This book reports in detail the procedures and findings of project CASA (Communication and Spanish-Speaking Americans)--the most comprehensive, programmatic esearch effort to focus on Mexican-Americans and mass media. Media usage, access, credibility, gratifications, sources of information, and content preferences about a variety of media (from TV to comic books) were accessed. Focus group interviews with hispanic community leaders and with local newspaper publishers were also conducted, in addition to content and readability analyses of the local daily newspaper portrayals of Hispanics.

This unique volume examines the process of cableviewing, the nature of cableviewers, and especially the viewing choice process. The concept of viewing style is introduced and individual differences in viewing style are examined. The research presented here represents the change from media effects studies to studies of users and user behavior.

This book identifies, documents, and analyzes the major dimensions of U.S. prime-time TV content. By exmining fictional TV series run in prime-time and on Saturday mornings over three seasons, the author and his research team have put together a fascinating study of American society according to television.