UNT Research, Volume 17, 2008 Page: 38
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The center has allowed UNT scholars from multiple disci-
plines to examine topics related to Spanish language media. In 2007,
the center awarded a total of $10,000 in internal grants to six
professors. Another round of grants was awarded this spring.
Recipients of last year's grants, which included faculty members
from the departments of anthropology, foreign languages, marketing
and logistics, public administration and RTVF, performed research
ranging from creating a pilot for a Spanish language telenovela
series to gauging the media perceptions of school-age Latinos.
The grant-funded research has uncovered important findings
about Spanish language media companies that disseminate their
content across national borders. For example, Francisco Guzman,
Supported by a grant hfro thit Center for Spanish Language
Media, Francisco Guzman studied perceptions of Mexico's
two largest television broadcasters.
assistant professor of marketing and logistics in the College of
Business Administration, surveyed people in Mexico and Latinos in
the United States to compare their perceptions of the two largest
broadcasters in Mexico, Televisa and TV Azteca.
A factor analysis indicated Hispanics in the United States
perceived the networks, which are content providers for local
Latino channels in this country, differently than did television
viewers in Mexico. Whereas other studies have examined how pop-
ular products such as Coke or Gatorade are perceived in one coun-
try versus another, Guzman's study indicates the Mexican networks
themselves are brands that conjure different associations for audi-
ences living in different countries.
"Media companies shouldn't assume when they're expanding
out of their original territory that people abroad will perceive their
brands the se same way." Guzman says.
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Albarran says the center is not trying to influence media
practices in Latin America, where countries such as Colombia have
long-established media traditions. Rather, it is seeking to create
a greater understanding outside of those countries about the media
traditions of Latino culture.
And the center is actively pursuing research partnerships with
media scholars in South America, Spain and Mexico. In addition to
supporting research initiatives, the center funds a guest speaker series
featuring media experts from five Spanish-speaking countries.
Such partnerships, Albarran says, will help expand under-
standing about the Spanish language audience in the United States
and about issues affecting Spanish language media regardless of
"Each country has different stories to tell," Albarran says.
"We can look at where there are differences and similarities that we
can learn from."
I)(u s ric Issu L s
Still, the emphasis of the center remains squarely on the coun-
try with the fourth-largest Spanish-speaking population in the
world - the United States.
The emphasis of the center remains squarely on the country with the fourth-largest
Spanish-speaking population in the world - the United States.
38 1 2008 UNT RESEARCH
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University of North Texas. UNT Research, Volume 17, 2008, periodical, 2008; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc115031/m1/38/: accessed September 21, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting University Relations, Communications & Marketing department for UNT.