Document Type : Research Paper
Authors
1 Physical Education Department Instructor, Farhangian University, Tehran, Iran
2 Instructor, Faculty of Literature and Humanities, Jiroft University, Jiroft, Iran
Abstract
The aim of the present study is to investigate the role of media in the development of sports startups and its impact on the education system. This study was conducted with a qualitative approach and using the content analysis method, which was applied in terms of purpose and fieldwork in terms of data collection. The statistical population included experts, media managers, and founders of sports startups, school sports teachers, parents of students, and specialists and professors in the field of education. Purposive sampling was carried out and 22 participants participated in the study until theoretical saturation was reached. Data were collected through semi-structured interviews and document analysis. The validity and reliability of the data were confirmed and data analysis was conducted in three stages of open, axial, and selective coding. The results of the study showed that the media can play an important role in the development of sports startups through awareness-raising, advertising, interaction with users, attracting investment, and networking. Also, sports startups, using new technologies such as artificial intelligence, gamification, and educational applications, have a positive impact on improving students' sports skills, improving teachers' teaching methods, and increasing students' motivation and participation in sports activities. This research fills the gaps in the relevant literature and, as a comprehensive model, explains how the media and sports startups interact with the education system. The results can be a guide for policymakers, teachers, parents, and startup founders to develop sports programs and improve the quality of education.
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