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

Document Type : Research Paper

Authors

1 PhD student of Sports Management, Payam Noor University, Iran, Tehran.

2 Professor of Sports Management, Payam Noor University, Iran, Tehran.

3 Associate Professor of Sports Management, Payam Noor University, Iran, Tehran.

Abstract

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.

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History

  • Receive Date: 14 March 2025
  • Revise Date: 06 October 2025
  • Accept Date: 07 December 2025

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