محمد سلطانی فر

Background: 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 with the aim of designing a branding model for a television talk show with an emphasis on ethical and social factors. Method: This is a qualitative research in terms of the purpose of applied research and exploratory research that used the Grand Theory method. The community included media professionals and TV producers and programmers, from whom 30 people were selected as a sample by the method of snowball and achieving theoretical saturation. It was an in-depth interview tool. And data were analyzed using selective open-axis coding method. Results: The findings showed that 51 open codes in 14 central dimensions affect the branding of television talk show. Conclusion: Based on the model obtained from the present study, in order to brand a television program, it is very important 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 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. Article number: 65

Purpose: Today, using social networking apps has developed a lot. For this reason, the present study was conducted to normalize rumors acceptance questionnaire among the audience of social networking apps. Methodology: The present study was applied in terms of objective and descriptive correlational in terms of correlation type. The research population consisted of active Iranian audiences in Telegram and Instagram during 2019-2020. The sample size was estimated to be n=368, who were selected using the convenience sampling method, respecting the proportion of users of Telegram and Instagram. The data were collected by rumors acceptance questionnaire (Kim & Bock, 2011) and analyzed by confirmatory factor analysis (CFA) and one-sample t-test using SPSS. Findings : The results showed that the rumor acceptance questionnaire had 48 items and five factors of rumor transmission, reasoning, negative emotions, credibility and believing, and the factor loading of all items and their factors were above 0.40. In addition to confirming the construct validity of the tool by the factor analysis, the content validity of the tool according to the opinion of experts and reliability by Cronbach's alpha for the five factors were 0.91, 0.87, 0.83, 0.88 and 0.92; and 0.95 for the tool, respectively. Other results showed that the average acceptance of rumors and its factors were higher than the average except for rumor transmission, which was lower than the average (P<0.05). Conclusion : The rumors acceptance questionnaire among the audience of social networking apps had good validity and reliability. Therefore, the above tool can be used by other researchers to check the acceptance of rumors.