Hispanic males, 18 to 35-years, have declining enrollment in institutions of higher learning, falling behind their female counterparts and males in most large ethnic groups in the United States. Why are so many young, Hispanic males not enrolling in higher education? To learn why, surveys were given to Hispanic males, parents, and grandparents to ascertain their educational opinions of and needs for higher education. As viewed through the Hispanic culture and lenses of symbolic interactionism, the third-person effect, and the two-step flow of communication theories; findings were (1) marketing efforts to attract young, Hispanic males to higher education must address opinion leaders; and (2) there are opportunities to expand the role of the Hispanic male, as the generalized other within his culture, creating a super family provider.
|Advisor:||Crandall, Heather M.|
|Department:||Communication and Leadership|
|School Location:||United States -- Washington|
|Source:||MAI 49/06M, Masters Abstracts International|
|Subjects:||Multicultural Education, Hispanic American studies, Higher education|
|Keywords:||Generalized other, Hispanics, Symbolic interactionism, Third-person effect theory|
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