A series of semantic differential scales were administered to 195 adult television viewers. The scales measured distance in semantic space between the concepts, self and best friend, acquaintance, and favorite television personality. Mean ratings for favorite television personality were in between those for friend and acquaintance in closeness to the self. Of the types of television personalities, news commentators were closest to the self, followed by talk show hosts and situation-program characters. This relationship was limited to male respondents.
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