Document Type : Research Paper
Authors
1 Departeman managmente sport, Islamic , azad university. Shiraz, unit, Shiraz, Iran
2 2. Assistant professor in sport management, Department of Sport Sciences, Faculty of Educational Sciences and Psychology, University of Sistan and Baluchestan, Zahedan, Iran
3 3. Ph.D. of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran
Abstract
of sports media management with the approach of developing sports diplomacy. The research method was qualitative, grounded theory method, systematic analysis approach. The statistical population included managers of sports organizations, members of the sports media, and university sports science professors, and sampling was done in the form of a snowball. A semi-structured interview was used to collect information, and the researcher reached theoretical saturation by conducting 17 interviews. The validity of the interview questions was confirmed step by step by the experts and the reliability of the questions was obtained through the retest reliability of 94%. By analyzing the data by Maxqda software, 465 primary codes, 51 sub-categories and 13 main categories were obtained, and the research model was designed through three stages of open coding, axial coding and selective coding. Based on the paradigmatic model of Strauss and Corbin, the categories were placed in the axes of causal, contextual, intervening factors, strategies and consequences. The results showed that the strategic view and interactionism will lead to economic growth, cultural growth and international reputation, and finally globalization and achieving soft power. Therefore, officials should try to manage sports media by creating a structured and targeted program.
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