Date of Award

12-2010

Document Type

Project

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Heather Crandall

Second Advisor

Dr. Cher Desautel

Third Advisor

Dr. Sara Johnston

Abstract

Hispanic males, 18 to 35-years, have declining enrollment in institutions of higher learning, falling behind their female counterparts and males in most large ethnic groups in the United States. Why are so many young, Hispanic males not enrolling in higher education? To learn why, surveys were given to Hispanic males, parents, and grandparents to ascertain their educational opinions of and needs for higher education. As viewed through the Hispanic culture and lenses of symbolic interactionism, the third-person effect, and the two-step flow of communication theories; findings were 1). marketing efforts to attract young, Hispanic males to higher education must address opinion leaders; and 2). there are opportunities to expand the role of the Hispanic male, as the generalized other within his culture, creating a super family provider.

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