ABSTRACT
The relatively new and highly successful television development of the prime time serials started off by "Dallas" has been the subject of interest for various theoretical and disciplinary orientations. As postulated by the theoretical stance, the milieu of "Dallas" turned out indeed to be a very important element of its appeal for German viewers. While interestingly foreign, it still conforms to what they think of or are willing to accept as typically American. Fitting with the hierarchical concept of the traditional German family structure, it helps the viewer to relate to the characters of "Dallas". J. R. is the one truly melodramatic character of "Dallas" who does not fit cultural mores. He is perceived as "a scoundrel the like of which has never before been shown on German television." He sparks some viewers admiration for a macho ideal. J. R. does not stand for the threats of business as an institution as has been surmised from an American point of view.
