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The 'television personality' (TV-P) has increasingly become the focus of discussions of the.pol'al usess of video, TV-P is described as the 'image of a public figure that is'projected' over the airwaves.' 3 aspects of the TV-P are analyzed: performance, pol'al role, & personal image as they emerged in a study of the televised 1954 pol'al conventions. A sample drawn on a quota basis from 5 census tracts in Chicago with a wide range of occup's was used. Data based on 38 interviews after the Republican telecast, & 47 after the Democratic telecast. Telecasts were monitored by 2 persons: one each for audio & video. Some findings include: (1) the TV performance of a public figure may have great immediate impact but he may not be perceived as a 'person' or as a politician; (2) where there Is no clear explanation of his pol'al role he will be perceived in terms of popular stereotypes; (3) a public figure, known for his pol'al functions, will be perceived in that pol'al role; (4) where there are personal responses shown, a public figure will more likely appear as a 'person'; (5) the potency of a 'personal image' is greatest when the issues do not involve 'class' or 'interest'; (6) a TV-P is rarely the result of his TV appearances themselves. There is further need to investigate the ways in which the appearance of a public figure may be experienced over TV, & the process by which imagery is translated into pol'ly meaningful activity. The belief in the intimacy of TV, though such intimacy was not substantiated in this study, has real consequences since the viewer may believe that he has apprehended the personality of the public figure & act accordingly. T. L. Blair.