Communication Research

Sports Media Trust Model Based on Grounded Theory

Document Type : Original Article

Authors

Musa Akhshjan 1
Hamid Ghasemi 2
Mohammad Nikravan 3
Nazanin Rasekh 4

1 Sports Management

2 Associate Prof. In Sports Management, Payame Noor Uni., Tehran, Iran

3 Assistant Prof. In Sports Management, Azad Uni., Boroujerd, Iran

4 Assistant Prof. In Sports Management, Tehran, Iran

https://doi.org/10.22082/cr.2021.523129.2141
Abstract
Trust in the mass media in a world where there is widespread competition for influencing, affecting and changing tastes and cultures of society, is one of the main challenges in the plans and decisions of government and political leaders of each country. The purpose of this study is to provide a model of trust in sports media based on grounded theory. The research was conducted by qualitative and exploratory method. The statistical population consisted of media professionals with university teaching experience or activists in the field of sports and media, sports promotion specialists in the media, sports experts and officials, producers of sports programs and policy makers and sports consultants of IRIB. The sampling method was non-probabily way, and 16 people were selected purposefully with a maximum variety. The measurement tool was unstructured interview, which was based on three stages of open, axial and selective coding. The amount of 146 initial concepts, 24 axial codes and 5 selective codes were identified based on data analysis. The proposed model was developed according to the views of experts, and its implementation can build public confidence in sports media and ultimately increase the popularity of sports media in all areas.

Keywords

Trust
Sports Media
Sports Audience
Grounded Theory
Qualitative Model
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  • Receive Date 15 January 2021
  • Revise Date 10 May 2021
  • Accept Date 23 May 2021

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