تحلیل راهبردهای رسانه‌ای در بهبود عملکرد و بهره‌وری نیروی انسانی در ورزش دانشگاه‌های نظامی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه پیام نور، ایران، تهران

2 استاد، گروه مدیریت ورزشی، دانشگاه پیام نور، ایران، تهران

3 دانشیار، گروه مدیریت ورزشی، دانشگاه پیام نور، ایران، تهران.

چکیده

هدف این پژوهش تحلیل راهبردهای رسانه‌ای در بهبود عملکرد و بهره‌وری نیروی انسانی در ورزش دانشگاه‌های نظامی و شناسایی ابعاد مختلف آن از طریق یک مطالعه کیفی و تحلیل مضمون است. در این تحقیق، به‌منظور بررسی نقش رسانه‌ها در بهینه‌سازی مدیریت منابع انسانی و توسعه ورزش نظامی، داده‌ها از طریق مصاحبه نیمه‌ساختاریافته با ۱۷ نفر از متخصصان حوزه رسانه و ورزش نظامی جمع‌آوری شد. جامعه آماری پژوهش شامل مدیران رسانه‌ای در دانشگاه‌های نظامی، کارشناسان ارتباطات ورزشی، تحلیلگران داده‌های رسانه‌ای و مدیران اجرایی ورزش نظامی بود. پس از انجام مصاحبه‌ها و کدگذاری داده‌ها، 48 کد اولیه استخراج شد که در قالب 14 مقوله و ۴ کد محوری طبقه‌بندی گردیدند. کدهای محوری شامل راهبردهای ارتباطی و اطلاع‌رسانی، راهبردهای فناورانه و نوآورانه، راهبردهای محتوایی و آموزشی و راهبردهای سیاست‌گذاری و مدیریت رسانه‌ای بودند. یافته‌های پژوهش نشان داد که رسانه‌ها می‌توانند نقش کلیدی در افزایش تعاملات ورزشی، توسعه مهارت‌های نیروی انسانی، بهبود عملکرد ورزشی و ایجاد شفافیت در سیاست‌گذاری‌های ورزشی ایفا کنند. همچنین، استفاده از فناوری‌های نوین رسانه‌ای مانند هوش مصنوعی، تحلیل داده‌های ورزشی و واقعیت افزوده، می‌تواند موجب ارتقای بهره‌وری نیروی انسانی و بهینه‌سازی فرایندهای مدیریتی در ورزش نظامی شود. از سوی دیگر، طراحی سیاست‌های رسانه‌ای منسجم، هماهنگی بین دانشگاه‌ها و سازمان‌های ورزشی نظامی و تقویت تولید محتوای رسانه‌ای تخصصی ازجمله عوامل مؤثر در توسعه رسانه‌های ورزشی در محیط‌های نظامی محسوب می‌شود. نتایج نشان می‌دهند که برقراری ارتباطات رسانه‌ای ساختارمند، دیجیتالی‌سازی اطلاعات ورزشی و توسعه آموزش‌های رسانه‌ای، نقش بسزایی در بهینه‌سازی عملکرد ورزشکاران نظامی و ارتقای سطح ورزش دانشگاه‌های نظامی دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Analysis of Media Strategies in Enhancing Performance and Workforce Efficiency in Military University Sports

نویسندگان [English]

  • Mohammad khajeh Bafghi 1
  • Abolfazl Farahani 2
  • Masoumeh Hosseini 3
1 Ph.D Student, Department of Sports Management, Payame Noor University, Iran, Tehran.
2 Professor, Department of Sports Management, Payame Noor University, Iran, Tehran
3 Associate Professor, Department of Sports Management, Payame Noor University, Iran, Tehran.
چکیده [English]

This study aims to analyze media strategies for improving performance and workforce efficiency in military university sports and to identify its various dimensions through a qualitative study and thematic analysis. To examine the role of media in optimizing human resource management and advancing military sports, data were collected through semi-structured interviews with 17 experts in media and military sports. The research population included media managers in military universities, sports communication specialists, media data analysts, and executive managers of military sports. After conducting interviews and coding the data, 48 initial codes were extracted and categorized into 14 subcategories and four core themes. The core themes included communication and information strategies, technological and innovative strategies, content and educational strategies, and policy-making and media management strategies. The findings indicated that media plays a crucial role in increasing sports engagement, enhancing workforce skills, improving athletic performance, and fostering transparency in sports policy-making. Moreover, utilizing advanced media technologies such as artificial intelligence, sports data analytics, and augmented reality can enhance workforce efficiency and optimize managerial processes in military sports. Additionally, designing coherent media policies, fostering coordination between military universities and sports organizations, and strengthening specialized media content production are key factors in the development of sports media in military environments. The results highlight that structured media communication, digitalization of sports information, and the development of media education programs significantly contribute to optimizing the performance of military athletes and enhancing the level of sports in military universities.

کلیدواژه‌ها [English]

  • Media Strategies
  • Workforce Efficiency
  • Military University Sports
  • Media Digitalization
  • Media Policy-Making
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