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| Issue No. 3 Fall 1999 |
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continued: "The Influence
of U.S. Media Use and Demographic Factors on Argentine Men and Women About Perceptions
of U.S. Lifestyle" by Mary E. Beadle
page 2 of 3
to page 1
| 2
| 3
| References
| Tables
Tables
|
Table 1: Factor Loadings (Factor/Factor Loadings) |
|
| Factor 1: Estimates of number of professionals | |
| Perception of lawyers | .81 |
| Perception of doctors | .79 |
| Perception of business people | .68 |
| alpha=.71 | |
| Factor 2: Positive qualities | |
| Friendly | .79 |
| Polite | .67 |
| Happy | .64 |
| Trustworthy | .60 |
| alpha=.65 | |
| Factor 3: Estimates of number of households with | |
| air conditioning | .76 |
| $75,000 salary | .70 |
| 2 or more cars | .69 |
| alpha=.65 | |
| Factor 4: Negative qualities | |
| U.S. households with guns | .75 |
| U.S. is a violent culture | .74 |
| Argentine family life better | .61 |
| alpha=.55 | |
| Table 2: Preferred Country of Foreign Television Programs | ||
| Country | No. | % |
| 1. U.S. | 184 | (58.2%) |
| 2. Argentine | 30 | (9.5%) |
| 3. British | 5 | (1.6%) |
| 4. Italian | 3 | (0.9%) |
| 5. Spanish | 7 | (2.2%) |
| 6. French | 1 | (0.3%) |
| 7. German | 1 | (0.3%) |
| Table 3: Significant Differences Between Male and Female Respondents | ||
| Variables | t-value | Significance |
| Perceived Realism | .31 | p<.05 |
| US TV Viewing | -.97 | p<.05 |
| Table 4: Perceptions of the Impact and Amount of U.S. Media in Argentina | ||
| Response | No. | % |
| Too Much | 49 | 15.5% |
| Not Enough | 23 | 7.3% |
| Just Enough | 76 | 24.1% |
| Doesn’t Matter | 59 | 18.7% |
| Dangerous to Argentine Culture | 13 | 4.1% |
| Dangerous to Argentine Values | 11 | 3.5% |
| Important for the Future | 38 | 12.0% |
| Table 5: Correlations of Perceived Realism, Amount of Overall TV Viewing, Amount of Overall U. S. Reading and Social Reality Perceptions | |||
| Variables | PR | Overall TV Viewing | Overall U.S. Reading |
| Perceptions of Professions | -.08 | .08 | -.15* |
| Perceptions of Positive Qualities | .14* | .13* | -.15* |
| Perceptions of Household | -.13* | .01 | .02 |
| Perceptions of Negative Qualities | .10 | .07 | -.05 |
| *p<.05 | |||
| Table 6: Significant Differences between Users and Non-Users of Specific U.S. Media and Perceived Realism | ||
| Media | t-value | Significance |
| ESPN | -.18 | p<.05 |
| Kung Fu | -.17 | p<.01 |
| Newsweek | -.56 | p<.01 |
| Personal contact | -.60 | p<.05 |
| Table 7: Significant Differences Between Those Who Have Phone Contact, Personal Contact (Face to Face) or Friends in the U.S. and Those Who Do Not and Social Realty Perceptions | |||
| Variables | Phone | Personal | Friends |
| Perceptions of Professions | 1.45* | 2.28* | .29 |
| Perceptions of Positive Qualities | 3. 67 | 3.64 | 1.36 |
| Perceptions of Households | -1.35 | - .84 | -.86 |
| Perceptions of Negative Qualities | -.99* | -1.64* | -.35* |
| *p<.05 | |||
| Table 8: Correlations of Number of Trips to U.S., Age, Education and Ability to Speak English and Social Reality Perceptions | ||||
| Variables | Age | Educ. | English | Trips |
| Perceptions of Professions | -.18* | -.27* | .16* | -.11* |
| Perceptions of Positive Qualities | -.10 | -.13* | .03 | -.10* |
| Perceptions of Households | .04 | -.13* | -.01 | .20 |
| Perceptions of Negative Qualities | .01 | .05 | .08 | -.15* |
| *p<.05 | ||||
TBS is published by the Adham Center for Television Journalism, the American University in Cairo
E-mail: TBS@aucegypt.edu