رسانه‌ها و دگرگونی مسیر تحرک اجتماعی زنان ورزشکار: از کلیشه‌زدایی تا الگوسازی.

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی،دانشکده علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران

2 دانشیارمدیریت ورزشی،دانشکده علوم ورزشی، دانشگاه رازی،کرمانشاه،ایران( نویسنده مسئول)

3 دانشیار مدیریت ورزشی،دانشکده علوم ورزشی، دانشگاه رازی، کرمانشاه، ایران

4 استادیارگروه جامعه شناسی،دانشکده علوم انسانی واجتماعی، دانشگاه کردستان،ایران

چکیده

هدف پژوهش حاضر رسانه‌ها و دگرگونی مسیر تحرک اجتماعی زنان ورزشکار: از کلیشه‌زدایی تا الگوسازی می باشد. در این پژوهش چهار مقوله ایجاد توسعه و پیشرفت رسانه‌های دیجیتال، تغییر الگوهای مصرف رسانه‌ای، افزایش تمایل ورزشکاران به برندسازی شخصی و تغییر نگرش‌های اجتماعی و فرهنگی به عنوان شرایط علی، مسیرهای متعدد شغلی در ورزش، توسعه مسیرهای آموزشی در مدیریت ورزشی، توسعه مسیرهای آموزشی در مدیریت ورزشی و کنترل تغییرات فرهنگی و ادراک عمومی در تثبیت رسانه‌ها و دگرگونی مسیر تحرک اجتماعی زنان ورزشکار عوامل اصلی زمینه ای، عوامل رسانه‌ای و ارتباطی و عوامل روان‌شناختی و اجتماعی به عنوان مقوله های مداخله گر در نظر گرفته شده است. همچنین چهار عامل رسانه‌ها و ترویج فرهنگ و ارزش‌ها، رسانه‌ها و سیاست‌های اجتماعی، رسانه‌ها و ارتباطات عمومی ورزشکاران و رسانه‌ها و نقش اجتماعی ورزشکاران به عنوان مقوله محوری انتخاب شد. پژوهشگر با توجه به مجموعه مفاهیمی که از لا به لای مصاحبه ها و کدهای نهایی استخراج شده، مقوله فرعی را استراتژی آگاهی‌بخشی و آموزش، استراتژی بازاریابی و تبلیغات برای ترویج تحرک اجتماعی، استراتژی برندسازی اجتماعی ورزشکاران نامگذاری کرده است. بخش آخر مدل رسانه‌ها و دگرگونی مسیر تحرک اجتماعی زنان ورزشکار: از کلیشه‌زدایی تا الگوسازی شامل پیامد های اجتماعی، اقتصادی، فرهنگی و فردی است. بنابراین مشارکت زنان در فعالیت‌های ورزشی دارای پیامدهای مثبت متعددی در سطوح اجتماعی، اقتصادی، فرهنگی و فردی است. بنابراین، ضروری است که سیاست‌گذاران و نهادهای مرتبط، با رفع موانع موجود و فراهم‌سازی تسهیلات لازم، زمینه را برای افزایش حضور زنان در عرصه‌های ورزشی فراهم کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Media and the Transformation of Female Athletes' Social Mobility Pathways: From De-Stereotyping to Role Model Creation

نویسندگان [English]

  • َArash zarei 1
  • Shirin zardoshtian 2
  • Homayoun Abbasi 3
  • Hossein Eydi 3
  • lugman emamgholi 4
1 PhD student in Sports Managemen faculty of Sport Sciences , Razi University, Kermanshah, Iran
2 Associate Professor of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran. (Responsible author)
3 Associate Professor of Sport Management, Faculty of Sport Sciences, Razi University, Kermanshah, Iran
4 Assistant Professor of SociologyFaculty of H manities and Social Sciences University of Kurdistan،Iran
چکیده [English]

The purpose of the present study is the media and the transformation of the social mobility path of female athletes: from stereotyping to role modeling. In this study, four categories of creating the development and progress of digital media, changing media consumption patterns, increasing athletes' tendency to personal branding and changing social and cultural attitudes as causal conditions, multiple career paths in sports, developing educational paths in sports management, developing educational paths in sports management and controlling cultural changes and public perception in media consolidation and transforming the social mobility path of female athletes are considered as the main contextual factors, media and communication factors, and psychological and social factors as intervening categories. Also, four factors of media and promoting culture and values, media and social policies, media and public communication of athletes and the media, and the social role of athletes were selected as the central categories. Considering the set of concepts extracted from the interviews and final codes, the researcher named the sub-category as awareness and education strategy, marketing and advertising strategy to promote social mobility, and social branding strategy for athletes. The last part of the media model and the transformation of the social mobility path of female athletes: from stereotyping to role modeling includes social, economic, cultural, and individual consequences. Therefore, women's participation in sports activities has numerous positive consequences at the social, economic, cultural, and individual levels.

کلیدواژه‌ها [English]

  • Media
  • social mobility
  • attitude
  • culture

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  • تاریخ دریافت: 12 اسفند 1403
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