Document Type : Research Paper
Authors
1 PhD student in sports management, Shahrood Branch, Islamic Azad University, Shahrood, Iran
2 Assistant Professor, Department of Physical Education, Bandar-e-Gaz Branch, Islamic Azad University, Iran.
3 Assistant Professor, Department of Sports Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran
Abstract
This research aimed to design and develop an educational program for the media identity development of elite young athletes in the country. The study adopted a mixed-methods approach with a sequential exploratory design. Key informants for the interviews included professors in sports management, media management, sports sociology, and human resources experts with experience in the research topic, who had conducted at least two studies in this field, as well as elite athletes and coaches active in sports media and holding doctoral degrees. These individuals were purposefully selected for interviews, which continued until theoretical saturation was reached (20 participants). In the quantitative phase, the study sample consisted of elite young athletes with international medals in several sports disciplines (287 participants). Interviews and questionnaires (modified from the qualitative part and containing 38 questions and 6 components) were employed, and the instrument's validity and reliability were established. The coding findings indicated 38 conceptual codes and 6 core codes: media literacy, media behavior management, lifestyle, teamwork, cultural development, and sports focus, which are the primary elements and components of media identity formation for top young athletes. The Friedman test was used to prioritize the identified dimensions, revealing that the development of media literacy holds the highest priority. Finally, a framework for the educational program for the media identity development of elite young athletes was designed.
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