Document Type : Research Paper
Authors
1 PhD student in sports management, Kerman Branch, Islamic Azad University, Kerman, Iran
2 Assistant Professor of Sports Management, Tehran Branch, Farhangian University, Tehran, Iran
3 Associate Professor, Department of Physical Education, School of Medicine and Neuroscience Research Center, Kerman University of Medical Sciences, Iran
Abstract
A B S T R A C T
The aim of this research was to design an effective media architecture model for the development of women's sports in Iran, with a focus on the role of new technologies. This qualitative research used a thematic analysis approach. The statistical population of the study included sports management professors, media experts, and managers and officials from organizations responsible for women's sports (such as the Ministry of Sports and Youth, the National Olympic and Paralympic Committees, presidents of sports federations, labor sports organizations, and school and university sports). The selection criteria for the sample were direct involvement in women's sports or related media and a managerial background of more than 5 years in one of the mentioned organizations. The sampling method was purposive, and interviews continued until theoretical saturation was reached (18 participants). TBased on the extracted conceptual framework, four overarching themes were identified: changing attitudes toward women’s sports through media, strengthening gender equality in sports, leveraging technology for development, and increasing women's participation in sports decision-making, along The results of this research suggest that to design an effective media architecture model for the development of women's sports in Iran, prioritizing the change of attitudes toward women’s sports through media is essential. Media should play a significant role in strengthening gender equality in sports and, by utilizing new technologies, should create opportunities to increase women’s participation in sports decision-making.
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