Designing a Branding Model for a TV Talk Show with an Emphasis on Ethical & Social Factors

Today, the influence of the media on the moral relations of individuals at the interpersonal and social level is an important part of the field of social sciences. The structure of TV talk shows is one of the most influential programs in the lifestyle and behavior of the audience. Therefore, the present study was formed to design a branding model for a television talk show emphasizing ethical and social factors. Material and Methods: This is qualitative research in terms of applied research and exploratory research that uses the Grand Theory method. The community included media professionals, TV producers, and programmers, from whom 30 people were selected as a sample by snowball and achieving theoretical saturation. It was an in-depth interview tool. an‎d data were analyzed using the selective open-axis coding method. Results: The findings showed that 51 open codes in 14 central dimensions affect the branding of television talk shows.Conclusions: Based on the model obtained from the present study, to brand a television program, it is essential to observe ethical components as a central category. This central category is influenced by causal conditions such as the identity of the program and the professional ethics of managers, and with strategies such as incentive and punitive policies, the development of ethical policies and continuous improvement can be approached to the ultimate goal of branding. However, it should be noted that in this way, political, cultural, social, and economic factors intervene, and contextual issues such as center management, conflict of interest, and communication channels should also be considered.Keywords: Ethics, Social Relationships, Branding, TV Talk Shows How to Cite: Mohammadi A, Mazidi Sharifabadi AM, Soltanifar M. Designing a Branding Model for a TV Talk Show with an Emphasis on Ethical & Social Factors. Int J Ethics Soc. 2022;4(1):60-65. doi: 10.52547/ijethics.4.1.60