ANGLOPHONE CANADIAN AND AMERICAN MASS MEDIA Use and Effects on Québecois Adults

Abstract

This article examines the effects of Anglophone Canadian and American mass media on 814 Francophone Canadian adults' political and cultural knowledge and attitude levels. Random samples from a community with only Francophone television and a matched one with Francophone, Anglophone Canadian, and American television were employed. Use of all Anglophone Canadian and American media except television was low. Viewing Anglophone Canadian or American television had a number of effects on respondents including more favorable attitudes toward and information about Canada, the United States, and American products. The importance attributed to several political issues also differed for users of Anglophone and Francophone television. The inclusion of controls for interpersonal contact with Anglophones and sociolinguistic background slightly reduced most correlation coefficients.

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