مطالعه عوامل جذابیت نام برنامه در عناوین محلی برنامه‌های صدا و سیمای مازندران

Choosing the title is one of the most important stages in making TV and Radio programs in IRIB which directly influences the audience. Using local languages in program titles is a part of the general topic of using local languages in IRIB which is a key factor in attracting the audience and has always been a challenging issue. Numerous factors like experience, Knowledge and … are influential in choosing titles for TV and Radio programs which can be mostly classified by using linguistic factors. Zaker (2011) identified and presented scales for studying IRIB program titles employing Dor (2003) and Ifantido (2008) theories which are used in the present research to study TV and Radio programs’ titles using local Mazandarani language produced in IRIB (Mazandaran branch) in a 5-year period. The findings indicate that Mazandarani local language is used much less than Persian language. On the other hand, intertextuality is more employed by the producers in choosing program titles.