Abstract
The media exposure has permeated all cultural features of societies; and since communication is in a close relation with cultural customs, it has a deep effect on people's beliefs, attitudes and knowledge. Television plays a significant part in creating and introducing culture and lifestyle. The purpose of this study was to investigate and compare the cultural values reflection on the national and international Persian TV cooking programs. The research method of this study was based on cross-cultural qualitative content analysis approach. In this research, data were analysed based on the method of Mayring (1983). To collect data, TV cooking programs from local and international Persian networks were selected as samples, which are explained in the research methodology section. The results showed that the main contents of national TV cooking programs along with the presentation of food offered the culture of patriotism, the importance of religion, consumerism, and collectivism. The emphasized cultural contents of the national TV cooking programs were about globalism, religion reluctance, individualism, and activism.
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