Document Type : Research Paper
Authors
1 Assistant professor, Sport Management Department, Payame –Noor University, Iran
2 M.Sc. Student, sport management, Payame noor University, Tehran, Iran
Abstract
This research was conducted with the aim of determining the effect of media literacy on the physical literacy of sports audiences. According to the method of implementation, the research method is field type. The statistical population of this research included all the audience of Arak city who followed sports programs including provincial and national from various media such as television, magazines, virtual space, etc. In order to determine the statistical sample of the research, the available random method was used and 250questionnaires were distributed among all contacts, and finally 200 questionnaires were returned and analyzed. Standard questionnaires were used to collect data. To check media literacy, Tamman's media literacy questionnaire (1995) with 59 items was used, and to measure physical literacy, Sam et al.'s standard physical literacy questionnaire (2016) including 9 items was used. After verifying the content validity of the research tool, Cronbach's alpha test was used by 8 sports management professors to determine the reliability of the questionnaires, and coefficients above 0.7 were obtained. To test the hypotheses of the research, the structural equation modeling test was used using SPSS version 24 and PLS version 3 software. The results showed; Media literacy has a significant effect on the dimensions of physical literacy, including audience understanding and knowledge, self-feeling and self-confidence, as well as self-expression and communication with others. According to their educational role, the media can promote sports and physical activities among the audience and they will become more aware of physical activities.
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