Factor Analysis of Attitudes of American Indian College Students and Senior Citizens Toward Television Portrayals of American Indians
Abstract
This study is concerned with the evaluation of attitudes of American Indian College Students and Senior Citizens toward television portrayals of American Indians to gain some notion of how Indians perceive and react to various television messages about Indians. The main objective of this investigation is to determine the relationship among the Indian subjects' television program preferences, their age group, and their attitudes toward News and Entertainment Program portrayals of American Indians. Numerical values are placed on these variables using Likert-type scales. McQuitty's Elementary Linkage and Factor Analysis Design and the Type I Analysis of Variance Design are used for analysis.
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