Document Type : Research Paper
Authors
1 PhD student of sports management, Aliabad Katul branch, Islamic Azad University, Aliabad Katul, Iran
2 Assistant Professor of Physical Education, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
3 Assistant Professor, Department of Physical Education, Bandar-e-Gaz Branch, Islamic Azad University, Bandar-e-Gaz Branch, Iran
4 Assistant Professor, Department of Physical Education, Gorgan Branch, Islamic Azad University, Gorgan, Iran
Abstract
The aim of this research was to present a model for media reputation development in event-centric sports organizations with emphasis on reception theory. The study adopted a qualitative approach with thematic analysis. The population of the study included three groups: university professors (who had conducted at least two research studies in media or sports media), public relations managers of sports organizations (with more than 5 years of experience), and managers of event-centric sports organizations (with more than 5 years of management experience), selected through purposive sampling (19 participants). The research tool consisted of semi-structured exploratory interviews. The validity of the tool was assessed based on sample credibility, expert opinions, and agreement among evaluators. The thematic analysis method with the proposed Etterid-Sterling (2001) approach and MaxQDA Pro software were used for data analysis. The results of thematic analysis and the construction of a thematic network, based on expert opinions of participants in the research and theoretical foundations, revealed that four themes including organizational content, managerial, human resources, and stakeholders constitute the components of the media reputation development model in event-centric sports organizations with emphasis on reception theory. This model not only helps enhance organizational media reputation but also attracts more audiences, financial supporters, and improves sports and organizational performance. Utilizing reception theory as a theoretical framework enables organizations to design and present their media messages in a way that aligns with the cultural and social backgrounds of their audience, thereby achieving greater impact.
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