Document Type : Research Paper
Author
No. 5 Seven alley South Motahhari Street
Abstract
The present study aimed to investigate the role of mass media in the development of women's championship sports. The research employed an exploratory sequential mixed-methods design for data collection. The qualitative part of the research was conducted using the grounded theory method. The statistical population in this section included media experts with university teaching experience or those engaged in sports and media, specialists in sports promotion through media, sports program producers, policymakers and sports consultants from the national broadcasting organization, and experts in women's sports. Participants were selected through non-probability sampling and the snowball technique. The sampling continued until theoretical saturation was reached, resulting in a sample of 19 participants. In the quantitative part, the research adopted a descriptive-survey design based on data collection method. The statistical sample in the quantitative section comprised 120 participants, including professional female athletes, coaches, sports managers, sports sociologists, and sports media experts. They were selected using a stratified random sampling method. The research tools included semi-structured interviews in the qualitative part and a researcher-developed questionnaire in the quantitative part. The face and content validity of the questionnaire were confirmed by university professors while its reliability was assessed using Cronbach's alpha coefficient, which turned out to be 0.844 (α = 0.844). In the qualitative part, the data were analyzed using open, axial, and selective coding methods. In the quantitative part, exploratory factor analysis followed by confirmatory factor analysis was employed to examine the structural model of the research variables and evaluate the research model.
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