Introduction; Part I. Conceptions of Television Use: 1. Social theory; 2. Social science; 3. Cultural studies; Part II. Reconceptualising Television Use: 4. Sociality and the problem of the subject; 5. Components of a viewing culture; Part III. Documenting the Viewing Culture: 6. Methodology and the turn to television; 7. The practice of viewing; 8. A typology of use; Conclusion: the politics of television reconsidered.