Document Type : Research Paper
Authors
1 PhD Candidate of Sports Management, University of Mohaghegh Ardabili, Ardabil, Iran
2 Department of Physical Education and Sport Sciences, University of Mohaghegh Ardabili,
3 Professor of Sport Management, University of Mohaghegh Ardabili. Ardabil, Iran.
4 Assistant Professor of Sport Management, University of Mohaghegh Ardabili, Ardabil, Iran
Abstract
Crowdsourcing, as an internet-based innovation, aims to gather collective knowledge to enhance the development of products and services within organizations or companies. This study examines the impacts of crowdsourcing on content production for national sports media. A qualitative research approach, grounded in thematic analysis, was employed. The study population comprised professors, experts in crowdsourcing and media, and sports media professionals affiliated with the Islamic Republic of Iran Broadcasting Organization and selected sports organizations. A total of 17 experts were interviewed through purposive sampling, with interviews conducted until theoretical saturation and concept repetition were achieved. Data collection and analysis were conducted using a three-stage coding process, identifying 77 open codes, 19 sub-themes, and six main themes. The external reviewer method was applied to ensure validity and reliability, and the agreement between two independent coders was calculated at 89%, which was deemed satisfactory. Data analysis was further supported using MAXQDA 2024 software. The findings indicate that crowdsourcing has significant implications for the sports content production of national media, encompassing areas such as organizational development, cultural transformation, social transformation, sports development, media development, and audience satisfaction. Consequently, national media, as the primary custodian of sports programming, is recommended to adopt crowdsourcing strategies to attract larger audiences, optimize costs, improve credibility, and promote diversity and innovation in content production.
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