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Strategies for effective communication with Hispanic students: An analysis of student responses to recruitment viewbooks used by colleges and universities

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Date Issued:
1999
Summary:
This study examines effective strategies of communication with Hispanic students through the use of printed material, specifically recruitment viewbooks used by colleges and universities. The Hispanic market is significant in south Florida. As colleges and universities begin to seek to communicate the benefits of their institutions to this population, it is important to produce printed communication in a manner that appeals to members of the Hispanic culture. Using a qualitative approach through focus group research, Hispanic freshmen students of a community college and upper division students at a public university were asked a series of open-ended questions about their preferences in the use of language, photographs and several design elements of three publications. One college viewbook represented a majority enrollment of Hispanics. The second viewbook represented a university that is culturally diverse. A third viewbook represented a university that has Hispanic enrollment of less than 4%.
Title: Strategies for effective communication with Hispanic students: An analysis of student responses to recruitment viewbooks used by colleges and universities.
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Name(s): Botero, Nancy Renee
Florida Atlantic University, Degree Grantor
Dorothy F. Schmidt College of Arts and Letters
Department of Communication Sciences and Disorders
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Issuance: monographic
Date Issued: 1999
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 114 p.
Language(s): English
Summary: This study examines effective strategies of communication with Hispanic students through the use of printed material, specifically recruitment viewbooks used by colleges and universities. The Hispanic market is significant in south Florida. As colleges and universities begin to seek to communicate the benefits of their institutions to this population, it is important to produce printed communication in a manner that appeals to members of the Hispanic culture. Using a qualitative approach through focus group research, Hispanic freshmen students of a community college and upper division students at a public university were asked a series of open-ended questions about their preferences in the use of language, photographs and several design elements of three publications. One college viewbook represented a majority enrollment of Hispanics. The second viewbook represented a university that is culturally diverse. A third viewbook represented a university that has Hispanic enrollment of less than 4%.
Identifier: 9780599211698 (isbn), 15621 (digitool), FADT15621 (IID), fau:12378 (fedora)
Collection: FAU Electronic Theses and Dissertations Collection
Note(s): Adviser: Chris Scodari.
Thesis (M.A.)--Florida Atlantic University, 1999.
Subject(s): Business Administration, Marketing
Sociology, Ethnic and Racial Studies
Mass Communications
Education, Higher
Held by: Florida Atlantic University Libraries
Persistent Link to This Record: http://purl.flvc.org/fcla/dt/15621
Sublocation: Digital Library
Use and Reproduction: Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Use and Reproduction: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.