Document Type : Research Paper
Authors
1 Ph.D. Student in Sports Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran.
2 Assistant Professor, Department of Physical Education, Islamshahr Branch, Islamic Azad University, Islamshahr, Iran.
3 Assistant Professor, Department of Physical Education, Gorgan Branch, Islamic Azad University, Gorgan, Iran.
4 Assistant Professor, Department of Physical Education, Bandar-e-Gaz Branch, Islamic Azad University, Bandar-e-Gaz, Iran.
Abstract
The current study was designed and conducted to develop a communication model of mass media aimed at enhancing the moral literacy of professional Iranian football players. For practical purposes, the study employed a descriptive-survey research design with a mixed method approach to data collection. The qualitative segment of the research focused on experts and professors in sports management with relevant experience and knowledge, while the quantitative segment targeted all male football players in the premier leagues and the Azadegan League. The total population comprised 612 adult players from 16 professional league teams and 18 Azadegan League teams. Research tools included semi-structured interviews and a questionnaire consisting of 21 items with 2 main component variables in Likert scale format. Data analysis involved open, axial, and selective coding for the qualitative segment, and structural equation modeling for the quantitative segment. Data analysis was conducted using SPSS version 24 and Smart PLS version 2 software. The findings revealed that various forms of mass media influence the moral literacy of professional athletes. Based on the study results, it is recommended that mass media platforms incorporate the teaching of moral values and literacy directly and indirectly in their programs, especially for prominent professional football players and other members of society.
Keywords
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