Document Type : Research Paper
Authors
1 PhD student in Sports Management, Department of Physical Education and Sports Sciences, Shiraz Branch, Islamic Azad University, Shiraz, Iran
2 Department of Physical Education and Sport Sciences, Shiraz Branch, Islamic Azad University, Shiraz, Iran
Abstract
This study aims to examine the role of media in talent identification for grassroots sports and provide suggestions for localizing successful media models in Iran. The research method is qualitative, utilizing thematic analysis. Data were collected through document reviews, scholarly texts, and semi-structured interviews with 19 experts in the fields of media and sports. The sampling was purposive and snowball, and the interviews continued until theoretical saturation was reached. Validity and reliability were confirmed. The results of the research show that media can play a key role in identifying and nurturing sports talent by offering television programs, utilizing digital platforms, and strengthening international collaborations. Furthermore, the main challenges in Iran include the lack of specialized media programs, inequality in access to media, and limitations in leveraging new technologies. In this regard, 25 suggestions for localizing successful media models were provided, categorized into structural, resource-based, cultural-social, international, technological, and financial areas. The study demonstrates that optimal use of media can have multiple impacts in qualitative dimensions (such as enhancing public awareness), quantitative dimensions (increasing the number of identified athletes), social justice (creating equal opportunities in disadvantaged areas), and economic dimensions (attracting investments). The results of this study can help policymakers and relevant institutions in developing effective strategies to elevate talent identification in grassroots sports to a higher level
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