Document Type : Research Paper
Authors
1 PhD student in Sports Management, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran
2 Assistant Professor of Sports Sciences, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran
3 physical Education department, Humanities faculty, Tarbiat Modares University
4 Associate Professor of Sport Management Department, Kharazmi and Shahid Beheshti University
Abstract
The present study aimed to determine the role of domestic and foreign social media in promoting leisure physical activity among adult women in Tehran. This objective-driven research utilized a descriptive and qualitative approach. The statistical population included adult women aged 20-60 in Tehran, specifically those who had reached the World Health Organization's standard for physical activity (at least 150 minutes per week) for at least one year. Participants were selected from the sports groups of the “Sport Organization of Tehran Municipality.” Sampling began randomly (cluster type) and continued purposefully until theoretical saturation was reached. Data were collected through 51 individual interviews and 5 focus groups (29 participants) across five areas of Tehran. Interviews were analyzed using Braun and Clarke's thematic analysis approach, resulting in 135 codes, 49 categories, and 16 subthemes. These subthemes were grouped into three main themes for better analysis. The results indicated that foreign social media positively influence women's leisure physical activity by creating educational, motivational, informational, communicative, social, and cultural conditions. However, they can also have negative effects through time-wasting, physical, psychological, and financial damage, lack of trust, and filtering. In contrast, domestic social media were found to have no significant role in promoting women's leisure physical activity. It is recommended that instead of filtering effective media in the realm of leisure physical activity, the government should educate the public on their use and invest in improving the quality, security, and attractiveness of domestic media.
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