Investigating the role of mass media and cyberspace in the advancement and promotion of public and championship sports (Case study of East Azerbaijan Province)

Mass media and cyberspace increasingly influence the advancement and promotion of both public and championship sports. In this context, this study aims to examine the role of mass media and cyberspace in economic development and employment opportunities within the sports sector, specifically focusing on East Azerbaijan Province. This research addresses the impact of media on enhancing human, financial, and infrastructural resources and its contribution to the overall development of sports. This study utilized exploratory factor analysis to identify the key factors affecting economic development and employment in sports. Before the factor analysis, the Kaiser-Meyer-Olkin (KMO) measure and Bartlett’s test of sphericity were applied to assess the appropriateness of the sample size and the intercorrelation of the variables. Additionally, model fit indices, including the Goodness of Fit Index (GFI) and Comparative Fit Index (CFI), were used to evaluate the adequacy of the structural model. The results of the factor analysis indicated that mass media and cyberspace substantially influence the development of human, financial, infrastructural, scientific, legal, and cultural resources within sports in East Azerbaijan Province. The fit indices for the structural model (GFI = ۰.۹۲۱, CFI = ۰.۸۹۳) demonstrated a good fit to the data, confirming the validity of the model. Furthermore, statistical tests revealed significant relationships between media influence and various outcomes, such as increased investment in sports, enhanced self-confidence, and the attraction of economic opportunities. The findings underscore mass media's and cyberspace's pivotal role in promoting sports at the grassroots and professional levels. The media are integral in increasing public awareness, attracting sponsorships, and fostering community engagement in sports activities. However, challenges such as unequal access to digital technologies and inadequate investment in sports infrastructure remain barriers to fully realizing the potential of media in sports development. The study concludes that for the sustainable development of sports in East Azerbaijan Province, there is a need for enhanced collaboration between the media, sports organizations, and government authorities. Long-term policies that focus on improving infrastructure and media access are essential for maximizing the benefits of mass media and cyberspace in advancing public and championship sports.

کلیدواژه ها:

Mass Media ، Economic Development ، Sports Development ، Public Sports ، Championship Sports ، East Azerbaijan Province ، structural equation modeling ، Exploratory Factor