Incidental social learning and viewer race: “All in the family” and “Sanford and son”

The more people watch such programs as the highly‐rated “All in the Family” and “Sanford and Son” with their often strong racial joke overtones, the more viewers tend to agree with the views expressed in those programs. This is explored by Drs. Leckenby (College of Communications at the University of Illinois in Urbana) and Surlin (School of Journalism at the University of Georgia at Athens) who wish to thank the University of Illinois Research Board, the Survey Research Laboratory of the same institution, and the University of Georgia for financial aid and technical support of this project. The students in Surlin's Fall 1974 mass communication research class at Georgia also contributed to the effort.