Document Type : Original Article
Authors
1 Assistant Prof. In Communication Science, Allameh Tabataba'i University, Tehran, Iran
2 Communication Science, Allameh Tabataba'i University, Tehran, Iran
3 Ph.D. Sociology
Abstract
Sports, as a most important way to increase people's physical and mental health, has had a great impact on other aspects of social life. Along with developing different media, people's tendency towards sports has increased and providing public sports services to help people's physical and mental health has always been one of the most important programs of governments. This research has been done with the aim of identifying the challenges of developing public sports and sociologically explaining the influence of provinces’ media (radio and television) as the most public media on people's participation in public sports. The research method is semi-structured interview and the studied population includes athletes, professors, public sports officials and media managers of Markazi Province. Using targeted non-probability sampling method, interviews have been conducted with 29 members of the sample up to theoretical saturation. The analysis of the findings using the theme analysis method showed that the inhibiting factors of "structural weakness and management attitude" are among the most important obstacles to the development of public sports and the factors related to "strengthening the technical and human infrastructure in the field of sports" are among the most important factors of attraction in public sports. According to the SWOT analysis, public sports in Markazi Province is in an unfavorable situation (weakness and threat) in terms of strategic position. Considering the establishment of large industries in the province and their social responsibility to protect the health of citizens, it is suggested to use the power of the provinces’ media in promoting public sports and demanding the social responsibility of industries to help expand it at the province level.
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