641 PROGRAMMING CONTENT AND THE IMPACT OF VIEWS ON THE FAMILY BY MEDIA PROFESSIONALS ∗ Lütfi SUNAR, PhD Candidate & Research Assistant Istanbul University Department of Sociology, TURKEY lsunar@istanbul.edu.tr Murat ŞENTÜRK, MA Candidate Istanbul University Department of Sociology, TURKEY msenturk@edam.com.tr Lütfi SUNAR is currently teaching assistant and PhD student at Istanbul University Department of Sociology. His thesis is on “Eastern Societies in the Marx and Weber’s Sociology”. His major research interests are political economy, civilizational axis in social sciences, Marx and Weber on eastern societies, sociological theory and imperialism. Murat ŞENTÜRK was born in 1983, İstanbul, graduated from Istanbul University Communication Faculty. He is a student of MA at Department of Sociology in Istanbul Univ. He is working at EDAM (Education Consultancy and Research Center). He is associate editor of Turkish Journal of Business Ethics. Abstract The negative effects of media over family are the most controversial issues for last years. As the basic structure of the society family is changing very rapidly and this is partly related with this effect. The content of the media products are not sensitive for the family. In this perspective mostly the role of the media professionals is discussed and sometimes they are threat as scapegoat since they are seen as the actor of the content production. By this position, those professionals seems to have the ability and potential to transform the society to a certain direction as a result of the power of media. For a right analysis of relations between media and society, one should know the perception of social values of media professionals and the affect of this perception over the content production. In this paper it is discussed how and how much the family perception of media professionals influences the content and reasons of such a relationship/irrelationship. Introduction: Content Development in The Media and The Role of The Media Professional Messages produced by the media have come to form the principal instrument of social change. Taking television as a prime example, we have witnessed that the media, as a creator of cultural values, possesses an incomparable capacity and potential for dramatizing and popularizing cognitive cross sections of various cultural segments (Lull, 2001: 22). ∗ This paper is built on the datas of the research of “The Family Perception of Media and Media Professionals” administered by the General Directorate of Family and Social Research (ASAGEM). We are very grateful to ASAGEM for permitting to use the data. We are also very grateful to the other members of research team, Alev Erkilet, Halil Ekşi, Mustafa Otrar, Nurhayat Kızılkan, Yusuf Ziya Gökçek and Alpaslan Durmuş, for constructive comments and suggestions on draft of this paper.