Document Type : Research Paper
Authors
1 Department of Sport Management, Isf.C., Islamic Azad University, Isfahan, Iran
2 Department of Sport Sciences, Q, C., Islamic Azad University, Qom, Iran.
Abstract
The phenomenon of sportswashing, as a hidden form of media corruption, is a process through which institutions and sports actors exploit the power of media to legitimize their unethical or political actions. A lack of commitment to ethical principles by media outlets has created a conducive environment for the persistence and expansion of this phenomenon. The aim of the present study is to propose a conceptual model for enhancing media ethics in confronting sportswashing within the coverage of sports news. This research was conducted using a qualitative approach and grounded theory methodology (based on Strauss and Corbin’s model). Participants included 17 experts in the fields of media, sports, and professional ethics, selected through purposive sampling and interviewed using semi-structured methods. Data were analyzed in three stages: open coding, axial coding, and selective coding. The analysis led to the identification of the core phenomenon of the study, namely “enhancing media ethics in confronting sportswashing,” which is influenced by causal conditions such as economic pressures, weak professional frameworks, and ineffective education. Contextual conditions including poor oversight, unfavorable cultural environments, and structural deficiencies were also identified. Furthermore, organizational, individual, and psychological factors were found to be significant intervening conditions. The proposed strategies include strengthening ethical structures, empowering human resources, and increasing media transparency, ultimately leading to enhanced media credibility and a reduction in corruption and news distortion.
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