Mexican American Studies

Course Proposal----------1

Felix Gutierrez

January 20, 1969

Course Title: The Mexican American and the Mass Media

Units of Credit: Four

Purpose: To provide students with a working knowledge of:

1. The role and responsibilities of the mass media in American society, particularly in relation to minority groups;

2. Traditional relationships between ethnic minority groups and the mass media;

3. The role of the ethnic minority press in the history of the United States and Los Angeles;

4. The mass media currently serving Mexican American communities, particularly Los Angeles:

a) Anglo newspapers, radio, television, and magazines,

b) Spanish television,

c) Spanish radio,

d) Spanish and neighborhood newspapers,

e) underground and militant newspapers,

f) journals of discussion and dissent,

5. Basic journalistic skills and techniques; and

6. Working with the mass media.

Discussion: The mass media in the United States have a unique responsibility in maintaining the

well-being of the nation. As the only business enterprise protected by the Bill of Rights, they are charged with the duty of keeping lines

of communications open between dominant and ethnic minority groups. Members of both groups rely heavily on the mass media for news of the other. They also set their own stereotypes of other groups from roles they see, hear or read through the mass media. In addition, Mexican Americans have long had their own Spanish-language newspapers, magazines, radio stations and television stations. During the past two years militant newspapers and journals of comment have also appeared to serve activist and educated audiences in the Mexican American community.

Educated Mexican Americans and persons who with to work in the barrio should be aware of the mass media's unique role in the Mexican American community. They should also be well versed in the relative importance of the Anglo and Spanish-language media to the general Chicano public. They can also strengthen their own communication skills (writing and speaking) through the study and mastery of journalistic techniques. This will enable them to relate better in the barrio, on campus, and with mass media representatives.

Description: This course, as outlined on page 1, would utilize both lectures and class discussions.

The course would open with tow weeks of lecture-discussion on items 1, 2, 3, and 5. During the next weeks the lecturer would discuss one of the items 4.a. through 4.f on the first class meeting of the week. AT the second meeting that week a representative of that medium would appear before the class for a lecture discussion. The last week would sum-up with

emphasis on item 6. During the entire class there will be homework assignments and classroom instruction in basic journalism and reporting. A term paper exploring in depth a small aspect of the course work (La Opinion, advertising stereotypes, El Grito, etc.) will also be required.