Date of Award

1991

Degree Type

Thesis

Degree Name

M.A.

Department

Communication Studies

First Advisor

Lewis, Richard F.,

Keywords

Mass Communications.

Rights

CC BY-NC-ND 4.0

Abstract

This paper describes the development of the television advertising industry in Jamaica in the 1970s and the 1980s. It is based on a convenience sample of 255 commercials, and focuses on the relationships between the portrayals of main characters in the sample and the main cleavages of colour and class in the Jamaican society. Comparisons are made with the findings and the social, political and economic realities of the time period. Most of the variables in the study are measured on a nominal scale, so what is said about their relationship is limited, especially about the direction of the associations. The major finding of the study was that the sample did reflect, on the whole, the social relationships within the Jamaican society, and that the advertisers captured the very clear demarcations in colour and status differences and other Jamaican social indicators in the sample.Dept. of Communication Studies. Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis1991 .W664. Source: Masters Abstracts International, Volume: 31-01, page: 0022. Chairperson: Richard F. Lewis. Thesis (M.A.)--University of Windsor (Canada), 1991.

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