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)