Document Type : Research Paper
Authors
1 PhD student, Department of sport management, Go.C., Islamic Azad University, Gorgan, Iran.
2 Department of sport management, Go.C., Islamic Azad University, Gorgan, Iran.
3 Department of sport management, Go.C., Islamic Azad University, Gorgan, Iran
Abstract
This study aimed to design strategic media approaches to counter-cultural and social invasions in the sports field. This research used a qualitative method with thematic analysis, and data were collected through semi-structured interviews with 17 experts, researchers, and specialists in the fields of media and sports. The criteria for selecting participants included at least five years of professional experience and a minimum of a bachelor's degree. Purposeful sampling was conducted with a criterion-based approach. The validity (content and concurrent) and reliability (inter-coder agreement) of the interviews were confirmed. The findings revealed seven main themes: producing cultural-sports content, promoting public media literacy, using modern technologies, creating internal media unity, countering harmful foreign messages, promoting sports as a cultural tool, and developing macro-level media policies. These themes were divided into 24 organizing themes and 112 basic themes as strategic responses to cultural and social invasions in sports. This study suggests that sports media, beyond their traditional role in information dissemination, can act as effective tools in managing cultural and social challenges. The findings suggest that aligning media policies, strengthening internal infrastructures, and expanding cultural interactions through sports media can help preserve indigenous values and resist harmful cultural influences. In this regard, the formulation and implementation of effective media policies not only contribute to the promotion of national identity but also provide a foundation for the sustainable development of sports media and the enhancement of public participation
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