Matt Bai has a quite interesting piece in this week's New York Times magazine on the newly-emerging demographic that he calls "'King of the Hill' Democrats," from the Fox program of that name.

As Arlen becomes more built up and more diverse, however, Hank finds himself struggling to adapt to new phenomena: art galleries and yoga studios, latte-sipping parents who ask their kids to call them by their first names and encourage them to drink responsibly. The show gently pokes fun at liberal and conservative stereotypes, but the real point is not to eviscerate so much as to watch Hank struggle mightily to adapt to a world of political correctness and moral ambiguity. When Peggy tells him he'll look like a racist for snubbing his Laotian neighbor, Hank replies, ''What the hell kind of country is this where I can only hate a man if he's white?'' And yet, like a lot of the basically conservative voters you meet in rural America -- and here's where Democrats should pay close attention -- Hank never professes an explicit party loyalty, and he and his buddies who sip beer in the alley don't talk like their fellow Texan Tom DeLay. If Hank votes Republican, it's because, as a voter who cares about religious and rural values, he probably doesn't see much choice. But Hank and his neighbors resemble many independent voters, open to proposals that challenge their assumptions about the world, as long as those ideas don't come from someone who seems to disrespect what they believe.

The composition of the audience for ''King of the Hill'' is telling. You might expect that a spoof of a small-town propane salesman and his beer-drinking buddies would attract mostly urban intellectuals, with their highly developed sense of irony. In fact, as Governor Easley long ago realized, the show's primary viewer looks a lot like Hank Hill. According to Nielsen Media Research, the largest group of ''King of the Hill'' viewers is made up of men between the ages of 18 and 49, and almost a quarter of those men own pickup trucks. ''This is only the second show that's a comedy about the South -- this and 'Andy Griffith' -- that doesn't make fun of Southerners,'' Easley told me recently, adding that Hank and his neighbors remind him of the people he grew up with in the hills near Greenville. (Which is probably why Easley does startlingly good impressions of the various characters, including the verbally challenged Boomhauer.)

Check out this highly engaging article, if you get a chance. And if you're burned out from the news tonight, consider watching an episode of "King of the Hill" to get a better idea of what Bai's talking about.