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Summary
A questionnaire survey of a random sample of the adult population of Portland, Maine (N = 233) was used to determine (a) any relationship between authoritarianism and viewing the television program All in the Family, and (b) viewers' perceptions of the major character, Archie Bunker. No relationship was found to exist between authoritarianism and viewing. Archie Bunker was found to be a likable loser. Viewers generally disagreed with him and found him dissimilar to themselves. High authoritarians judged him slightly more positively on all dimensions than did low authoritarians. Recent speculation as to the popularity and effects of the show were discussed in terms of the data.