The Cultivation of Social Perceptions of Latinos: A Mental Models Approach

This survey investigates the relationship between exposure to television portrayals of Latinos and real world perceptions of Latinos in the U.S. To aid in this assessment, contributions from the research on mental models were incorporated into a cultivation framework. From this mental models-based cultivation perspective, it was expected that amount of television exposure and existing cognitions regarding representations of Latinos in the media would interact in predicting real world perceptions of Latinos. Additionally, the amount of real world interracial contact with Latinos was predicted to moderate these effects. Findings provide support for the proposed relationships, indicating that as television consumption rates increase, extant cognitions regarding media depictions of Latinos and real world contact guide subsequent evaluations of Latinos.