Document Type : Research Paper
Authors
1 Professor of sport Management, University of Mohaghegh Ardabili. Ardabil.Iran
2 PhD student in Sports Management, University of Mohaghegh Ardabili
3 PhD candidate in Sports Management, Faculty of Physical Education and Sports Sciences university of Guilan, Rasht, Iran
Abstract
The media has an important role in the development of women's sports and this can be achieved if the cultural attitude towards women and women's sports is supported in the media and society, so the purpose of this research is to investigate the role of the media in women's tendency towards sports and physical activity. The current research was conducted in terms of practical purpose and qualitative method using the descriptive phenomenology approach (colaizzi method), the participants of the research include: university faculty members in the sports management department, senior broadcasting managers in the provincial units, media activists in television and radio, there are professional athletes in national teams, coaches working in women's sports and managers working in women's sports. Finally, 18 of the mentioned people were selected as the final sample with the purposeful and accessible snowball sampling method. Based on the results of the interviews; 58 sub-themes in the form of 6 main themes including; Gender equality, role modeling, sports promotion, support, management and culture were identified. Therefore, it is suggested that specialized sports networks, with specific plans, make programs, documents, sports reports in the field of women's sports, to promote and create motivation to engage in sports among the women of the country.
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