Uses priming as a theoretical basis to investigate potential effects of NBC's television program "The West Wing" on individual-level perceptions of the U.S. presidency among a group of undergraduate students. Finds the program primed more positive images of the U.S. Presidency that subsequently influenced individual-level perceptions. Extends political communication-based priming research to entertainment television content. Makes theoretical connections to previous work on role display and trust in democratic institutions. (SG)