The role of media in promoting culture and interest in sports in Iranian society

Introduction: The main objective of this article is to examine the role of media in promoting culture and interest in sports within the Iranian society. Media serves as a tool for promoting sports. Studies have indicated a close relationship between media and sports, particularly electronic social media. Any form of media that is dedicated to promoting sports, such as television or radio programs, can play a role in sporting events and competitions. These events and displays on television, LED screens, and satellites serve as sources of information and guidance for global sports events. All athletes and sports teams have their own websites where individuals can access various information about games and different competitions. Media and print magazines also publish articles about athletes and clubs.Methodology: The main objective of this research is to demonstrate the role of media in promoting culture and interest in sports within the Iranian society. This study involved ۲۵۰۰ participants and compared both genders (male and female). The research employed a qualitative method and design. The researcher utilized questionnaires related to television, the Internet, and electronic media as data collection tools. The data were analyzed using SPSS version ۲۶.Findings: The findings indicated that both male and female participants have a significant influence in promoting sports through electronic media.Conclusions: Based on the study, it was evident that media has a considerable impact on promoting sports. The use of media, especially electronic media and social networks, is highly effective in sports communication and advertising. Through television programs, radio shows, LED screens, and websites, individuals can access information related to sports events and competitions. Print magazines and articles about athletes and sports teams also play a vital role in disseminating such information and promoting sports. Therefore, the existence of electronic media and social networks has a significant impact on sports promotion, and both genders actively participate in this process. These results demonstrate that through the use of media, a broader audience can be reached, and individuals can be encouraged to engage in sports activities.

کلیدواژه ها:

Sports promotion ، electronic media ، social media