The nature of incidental social learning in television viewers of "All in the Family" and "Sanford and Son" was the focus of this investigation. Seven hundred and eight-one racially and economically mixed respondents from Chicago and Atlanta provided the data source. Telephone interviews attempted to assess viewer opinions of the reality of characters portrayed and racial attitudes assumed, entertainment value of the programming, and presence of a moral lesson. Frequency of viewing, identification with a specific character, and levels of cultural estrangement, powerlessness, and meaninglessness were also assessed. Findings suggest that high frequency viewers of both programs find the programming to be entertaining and revealing of actual behavior of the groups portrayed. These individuals are inclined to agree with the authoritarian views of the major characters in the two programs, "Fred" and "Archie." In addition, a high correlation existed between high frequency viewing and viewer self-perception of alienation and estrangement from the outside world. The researchers perceive frequent viewing of these programs to be influential in determining authoritarian attitudes, and suggest further investigation of media effects on social learning. (KS)