Abstract

Research into television's ethical value has mostly focused on scandal genres, such as Big Brother, Jersey Shore, and Jerry Springer. Only recently have researchers started to explore television's moral content with a broader focus. In this study we explore and describe the types of morality and moral content of a night of Dutch prime time television with an open and inductive approach through a qualitative content analysis. Our results revealed 13 types of morality and a basic differentiation between morals that react on violations and transgressions, focusing on restricting behavior, and morals that are focused on ideals and values and stimulate social behavior. Lastly, we differentiated three moral meta-themes that permeate all genres, as well as six moral themes that arose only in specific genre-clusters.