Reference group theory suggests that a perceived similarity between interacting individuals leads to future interaction, increased source credibility, and more frequent agreement on specific issues. This study shows how the reference group theory applies to the authoritarian television character Archie Bunker and television viewers that watch "All In The Family" (AITF). The responses of 309 television viewers in a telephone survey established the subjects' socioeconomic status, perceived similarity to Archie Bunker, perceived social reality and consciousness raising effect of AITF, and the reinforcement effect of watching AITF. Results indicated that subjects in agreement with Archie Bunker are more apt to think that AITF reveals real behavior, that viewers cognitively similar to Archie Bunker are made more aware of their opinions by watching AITF, and that cognitive similarity and socioeconomic status are predictors of longitudinal cognitive reinforcement effects (the more such viewers watched AITF, the more they found themselves agreeing with Archie). The study concludes that watching AITF increases the affective behaviors of authoritarian viewers, and that television producers and programmers have a responsibility to use television as a positive social force in society. (RL)