Document Type : Original Article
Authors
1
Ph.D student in sports management, Hamedan branch, Islamic Azad University, Hamedan, Iran
2
Associate Prof, in Department of Physical Education, Malayer Branch, Islamic Azad University, Malayer, Iran
3
Assistant Prof, in Department of Physical Education, Malayer Branch, Islamic Azad University, Malayer, Iran
4
Assistant Prof, in Department of Physical Education, Hamedan Branch, Islamic Azad University, Hamedan, Iran
Abstract
With its extensive influence on culture and social identity, the media play an important role in the development and promotion of sports, especially the presence of sports elites in this space can have many effects on the media culture of sports. This article examines the role of the presence of sports elites in the media on culture media of Sports in the country. Qualitative research was chosen with thematic analysis approach. The statistical population of this research included sports management professors active in the field of research, media professors, national media managers, current and former anchors, current and former sports anchors, who were selected by purposeful sampling (17 people). The research data was collected through exploratory (semi-structured) interviews. The validity of the tool was evaluated and confirmed based on the validity of the sample, the opinion of experts and the agreement between the correctors. The findings were analyzed using thematic analysis method proposed by Atread-Stirling (2001) and MAXQDA Pro software. The results of the comprehensive thematic analysis and thematic network drawing showed that 4 comprehensive themes of communication skills, educational model, media consumption, and sociology, and 11 organizing themes of dimensions constitute the role of the presence of sports elites in the media on the country's sports media culture. The results of this study showed that the presence of sports elites in the media is not only effective in developing communication skills and promoting educational models, but also can help change attitudes and strengthen the cultural identity of sports in society. In addition, sports media consumption and its sociological effects, as key factors in shaping sports culture, play an important role. These findings emphasize that the media can help expand and promote sports culture at the community level by using the capacity of sports elites. It is suggested that the media should strengthen the culture of sports in society and increase public participation by making greater use of sports elites.
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