ABSTRACT
“Television embraced” is the point of view that has been traditionally and most frequently associated with this medium. It is composed of attitudes toward and characteristic uses of television indicating an intimate bond between the viewer and his set. It implies a strong and general acceptance of television, with abundant use, great familiarity, considerable enjoyment, and a profound sense of gratitude for its presence and availability. The embracing attitude has been in the past and still remains the most prevalent of viewer stances, though, like all aspects of television, it has undergone change and continues to be modified as the meaning and content of television itself changes.
