AN ANATOMY OF APPRECIATION AND OF VIEWING AMONGST A GROUP OF FANS OF THE SERIAL EASTENDERS

A sample of 500 respondents to advertisements in a program journal and on a national radio station answered questions on what they saw as ap t descriptions, or not, of one of the most widely viewed of British so ap operas. They also indicated their overall level of appreciation for the program, and how often they viewed it. A two stage model connecti ng perceptions, affect and reported behavior was found to fit the data . For academic theorists the evidence supports the proposition that ap preciation predicts viewing behavior for program makers and academic t heorists, particular content elements are identified which do, and oth ers which do nor enhance appreciation and (via that route) encourage v iewing. Results are discussed in a context of lay theories put forward by press critics and others, as to what makes this program ''popular' '.