Tavern culture and television viewing - The influence of local viewing culture on patrons' reception of television programs

This article is concerned with the relationship between tavern culture and television viewing. The author explores this relationship using ethnographi c data collected during fieldwork in an African American neighborhood taver n in Chicago. The author argues that patrons (1) personalize thematic conte nt from television, (2) develop parasocial relationships that facilitate sh ared group interaction, and (3) challenge and evaluate media information as a way of reflecting on their own moral positions. Patrons use television c ontent to formulate and maintain personal identities, to develop relationsh ips, to maintain traditional notions of masculinity, and to uphold normativ e standards of face-to-face interaction in the tavern.