ERIC Number: ED078474
Record Type: RIE
Publication Date: 1973-Apr
Reference Count: 0
The Evaluation of Dogmatic Television Characters by Dogmatic Viewers: "Is Archie Bunker a Credible Source?"
Surlin, Stuart H.
The highly rated television program series, "All in the Family," was used to test the relationship between attitudes espoused by televised characters and attitudes held by viewers of this type of television programing. On the basis of survey questionnaires, it was condluded that people who hold dogmatic and, especially, racist beliefs find reinforcement of their opinions in the program's character, Archie Bunker (an espouser of dogmatic, racist ideas). Conversely, audience members who are open-minded (as tested) find Archie "likeable" while disagreeing with his opinions. The female characters in the program series elicit relatively neutral responses. (CH)
Descriptors: Attitudes, Beliefs, Bias, Broadcast Industry, Broadcast Television, Commercial Television, Credibility, Dogmatism, Evaluation, Mass Media, Media Research, Opinions, Programing (Broadcast), Racism, Response Style (Tests), Social Discrimination, Television, Television Research, Television Viewing
Publication Type: N/A
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Conference of the International Communication Association (Montreal, April 25-29, 1973)