Tavern culture and television viewing: the influence of local viewing culture on patrons' reception of television programs

Explores this relationship in an African American neighborhood tavern in Chicago. Argues that patrons personalize thematic content from television, develop parasocial relationships that facilitate shared group interaction, and challenge and evaluate media information as a way of reflecting on their own moral positions. Patrons use television content to formulate and maintain personal identities, to develop relationships, to maintain traditional notions of masculinity, and to uphold normative standards of face-to-face interaction in the tavern. (Original abstract - amended)