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
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [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]
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