RESEARCH ON MEXICAN-AMERICANS
They Pay More, Get Less
The poor do pay more, especially if they are Mexican-Americans in Bast Los Angeles, constantly seeking to reinforce their self-imposed cultural isolation.
This is the conclusion drawn by Dr. Frederick Sturdivant, assistant professor of marketing. in his year-long study of business and Mexican-American relations.
Aided by funds from an NDEA grant, Dr. Sturdivant and his researchers probed the six-square-mile area in East I»s Angeles, concentrating on Brooklyn Avenue and Whittier Boulevard.
The sector is served by a fragmented retail community ranging from mom-and-pop
stores to more modern establishments.
But the average shopper in the area. Dr. Sturdivant found, is much less than sophisticated about buying many items, especially meat. Thus he pays more for his groceries because they contain many items of inferior quality.
“This same shopper has the mobility and relative proximity to areas that offer better goods in better surroundings." he said.
“But strong cultural overtones compel residents to forego shopping advantages offered in other areas and to frequent stores in a disadvantaged area where Spanish is spoken.”
Although many smaller stores in the area wCre untidy and deteriorating, the researchers found many persons they interviewed reluctant to trade with more modern establishments. even when Span-ish-speaking clerks were employed.
They even found quite a few former residents returning to the same area for their shopping.
The only significant departure from this pattern seems to be in clothing, as the residents are apparently more interested in identifying with the Anglo-White in dress and thus are more inclined to buy clothing at large Los Angeles department stores.
The researchers also found that Jewish merchants in the area appear to be well-tuned' to the cultural environment. Their shops are orderly and well-operated, they extend credit most generously and they hire local Mexican-Amer-icans.
But in being so attuned, they also contribute to the area's cultural isolation. Dr. Sturdivant suggested.
The 47-page report concludes with three recommendations.
•	The government should develop programs designed to attract large, well-managed' retail establishments into disadvantaged areas, giving local residents the benefits of ad-
University of Southern California
SUMMER
vanced marketing and distribution system.
Inducements to locate there could include investment guarantees against destruction by riots, investment credits, tax incentives and accelerated depreciation schedules.
•	Major retailers. both those now operating in the area and those attracted by government inducements, should undertake a systematic analysis of how they can best adapt to the needs of the communities they are serving.
•	Laws should be passed and vigorously enforced to protect consumers from hidden and inflated interest and other unethical forms of merchandising.
Vol. XXVII
LOS ANGELES, CALIFORNIA. WEDNESDAY, AUGUST 23. 1967
NO. 14
FOLEY AT NSA
ASSC Prexy, Veeps at Congress as Observers
Ne w Student A ctivity Head Completes Cycle of Change
ter, Grafton assumed both jobs
ASSC President Marty Foley. his two vice-presidents and a number of other students active in student government are currently attending the National Student Association Congress as observers.
At a special election last spring the USC student body, despite the endorsements of both Foley and his presidential opponent Clyde Doheney. voted by a slim margin not to join the organization at this time.
Foley, Norm Wilky, vice-president of university affairs, and Bob Lutz, vice-president of student activities, are attending the convention in College Park, Md., on their return from a summer Cambridge Program.
A number of other students who live in the East were also planning to attend as observers. Only Foley will receive university funds for the trip, which he is expected to split with the vice-president.
MANY ISSUES
The congress, which began this week and will continue through Friday has already been marked by a number of controversies, including a carry-over from the spring's CIA disclosure and a new threat by SDS to break up the organization.
Throughout the congress, attended by 1,200 delegates from 354 schools in addition to a number of observers from throughout the nation, discussions and votes will be held on such issue® as educational re-
form and innovation, the draft, student power, faculty rights, the legality of taxation by student government, women’s hours and liquor policies.
The congress will also debate and pass resolutions on such national and international issues as the Vietnam war, black power, urban unrest and the problem of the ghetto.
At the end of last semester a number of student government officials anticipated another vote here this year on possible USC affiliation.
By STAN METZLER Editor
The appointment of Paul Moore as director of student activities has completed the full cycle of administrative switches that began two years ago.
In 1966 Clive Grafton came to the same job, a new position carved from the former duties of Bob Jani, then director of special events.
When Jani left to establish his own business last semes-
temporarily, and with the appointment of Moore he will devote his full time to special events.
But this cycle is really less a circle and more a spiral, as the posts' concepts have changed with the personnel.
The accent used to be on major occasions, alumni affairs and public events, Grafton explained.
But the new stress is on student interests and services, particularly in the area of emerging student government responsibility and activity participation.
As the administrator most directly concerned with student activities. Moore will function as an advisor to the ASSC, certain autonomous student committees and the allocation of the new programming fee.
UNION PLANS
He will also play a large role in defining and developing plans for the most beneficial governance and usage of the new Student Union.
A graduate of the University of Oregon with a masters in guidance counseling, Moore served last year as activities advisor for Humboldt State College, a school of about 3,500 students near the Ore-
gon bolder.
At Oregon he was elected Union president, and at Humboldt he laid the groundwork for the administration of their new Student Union.
With both the student program for the Student Union and the budget for the programming fee going into effect in the 1968 spring semester, Moore has little time to grow into his position.
SINCE AUGUST
Since he assumed his duties at the beginning of August, he has worked closely with the Orientation and Troy Camp Committees, emersed himself in ASSC literature and spent a lot of time talking to student leaders and advisors about the USC government system.
In time. Moore would like to see the ASSC take on broader powers, encompassing mo3t student committees and having clearly-defined responsibilities.
The programming fee, ot course, is a large sLep in this direction. Because of this tax, which the student body voted upon themselves last spring, the ASSC can move out of the nickels - and - dimes category into a fiscally responsible position.
And with the completion of the Student Union at the beginning of the year, student government at USC will have not only the mandate for realistic action, but also the means to pull it off.
Friday Last Chance to Drop Four-week Classes
Friday is the last chance for the approximately 3,000 post-session students to drop their classes as long as they are still maintaining a passing grade, the Registrar’s Office has announced.
Finals for the post and 12-week sessions will be held on Friday and Saturday. Sept. 1 and 2. with grades to be mailed about a month later.
Pre-registration materials for the fall semester will be returned to the nearly 1,000 new and returning students who completed the procedure in the next three weeks.
REGISTRATION SCHEDULE
Regular registration will begin on Wednesday. Sept. 13. continuing through Sept. 16.
The Daily Trojan will publish its Orientation Issue on the 13th, and all editorial and advertising material should be received by Friday. Sept. 8.
The Daily Trojan will resume regular publication for the fall semester on Sept. 20.
El Rodeos, meanwhile, are available in the Information Center through Friday, after which they may be picked up in exchange for Activity Books in 303 Student Union.
The nearly 100 El Rods placed on special order may also be picked up there now.