مجله مدیریت ارتباطات در رسانه های ورزشی
پیاپی 18 (زمستان 1396)

This study examines the role of mass media on superstitious behaviors of among football players. Purpose of applied research. The study population included all Premier League footballers working in Fars province (n = 520) that uses simple random sampling based on Cochran table sample was determined (n = 223). A questionnaire to collect data on the role of mass media 23 questions in 4 subscales (cultural factors, factors such as knowledge, information and agents of social participation) And in the superstitious belief that in both practice and belief set 14 questions were formulated. The validity of the questionnaire, content validity and construct validity and reliability using Cronbach's alpha reliability coefficient was investigated. To analyze the data, SPSS software was used. The results showed a negative correlation between the mass media and superstitious behaviors of are at 95% And also, between the components of the mass media: knowledge, culture and information with superstitious behaviors of are at 95% and a significant negative correlation between the role of mass media participation and superstitious behaviors of, there is no significant relationship at 95%. Between the mass media and superstitious behaviors of in both practice and belief are significant negative correlation at 95%. Multiple regression analysis showed that variables of knowledge, culture and information 27 percent of the variance is explained superstitious behaviors of.

This research was conducted to design a consumer behavior model through the quality and ownership of the relationship in the private sports club of Rasht.
Research method was descriptive, correlative method, which applied in fieldwork. Statistical society of research were among costumers of Rasht's sports clubs in which selected through clustered sampling from all 10 areas of Rasht city. Through simple random sampling, 2 clubs has been selected from those areas with more than 10 clubs and 1 club from those areas with less than 10 clubs. According to statistical society among those customers who were ready to cooperating with researcher, 384 costumers answered to the questionnaire about relationship quality, behavior and property of costumers and questionnaire about loyalty. Structural equation and least squares method was used for data analysis. Findings showed that the relationship between quality of communication with loyalty and behavior, quality of communication with behavior with loyalty mediation was significant. There was a significant relationship between customer loyalty and customer behavior, there was a significant relationship between the relationship between loyalty and behavior, communication with loyalty mediation. is concluded that, in addition to the quality of Relationship with their Customers, the club managers should pay attention to their relationship characteristics

The purpose of this study was the effect of media literacy on entrepreneurship capabilities with the mediator role of information literacy in students of sport sciences. The methodology was descriptive survey. The population was all students of sport sciences in Kermanshah(Razi university, Azad university, PayameNoor university) (1000 people). The Sample was Inappropriate classroom accident and we We chose 400 people. instruments of the study were made Researcher questionnaires of media literacy and information literacy and there is Standard questionnaires, entrepreneurship capabilities of zandi (2013). Reliability and validity of the questionnaires were verified by first and second rank confirmatory factor analysis with LISREL software and CR and AVE values. Analysis of data was performed by using Structural Equation Modeling (SEM) in two parts, the measurement model and structural section. The results showed that there was a positive and significant direct effect between media literacy and information literacy. There was also a positive and significant direct effect between media literacy and Successfulness, creativity, risk taking and tolerance of ambiguity and there was positive and significant direct effect between media literacy and entrepreneurship capabilities. Finaly Media literacy has a positive and significant effect through the mediating variable of information literacy on success, creativity, risk taking and tolerance of ambiguity. students of sport sciences should upgrade information literacy by media literacy in order to it rise entrepreneurial capabilities.

Today, signs have taken over all human lives. Meanwhile, advertising is a sign system that has captured people's minds and eyes all day and night. In the meantime, celebrities are occasionally made to increase the amount of advertising penetration in public. In this regard, the purpose of the present article is to present a kind of mythology and a demythologizing of the hidden reality behind the text of the advertisement. In this study, in the form of semiotic theory and analysis of Barth's mythology, two ads have been analyzed to determine the implicit meaning of the second order of the message and the text.
Among the numerous advertisements that are being made all over the world with the presence of sports celebrities, this article deals with the semiotics of the advertisement of "Clear" shampoo with the presence of Cristiano Ronaldo, and the "Caspian Motor Oil" with the presence of Javad Nekounam To demonstrate the impact of these people on ad performance. Eventually, the study concluded that these myths represent a reality and show the situation more ambitious than what it is, and thereby reach out to many audiences.

The article is book review on " Sport Journalism " by Hamid Ghasemi; Masoumeh Hosseini; Mohammad Ali Qara and Abdulmahdi Nasirzadeh. This book has been published by the Payam noor University. The research method was a qualitative review of the book and was a case study. The results showed that the book is a valuable asset in the field of physical education and sports media, and has many concessions and a coherent structure. This book has 3 general sections, including 12 chapters. The number of pages in the book is 306 pages. The first edition of this book is about 1394 and 10 months later its second edition has been published. The number of its counter in each edition are 200 copies. In the appearance point of view, the book is in a desirable position in terms of the quality of layout and binding. From the structural point of view, there is also a coherent and desirable arrangement in presentation and position of the content in each chapter, and totally in whole of the book. Also in terms of updated content, it includes the latest scientific information about sport journalism. At the end, it is suggested that the books should be revised periodically by the authors in order to help the richness of the work as much as possible.

media promotion in banks sponsoring from sport. The research method was applied and qualitative. Its implementation was through interview and using thematic analysis. Sport sponsorship authorities of the national governmental and private banks that had sport sponsorship were formed the population of this research (19 banks). All of the population were considered that it was possible to provide to collect data from 18 banks. The results demonstrated that media promotion is one of the goals and achievements of banks in sport sponsoring, which includes informational and advertisements codes. furthermore, banks also face media constraints in sport sponsoring, which are Legal Advertising Limitations and informational, and the lack of indorsement and cooperation of officials and athletes. In order to encourage new sponsors to join the sport sponsorship and retain existing sponsors in this field, following points can be taken into account: considering the media promotion as one of the goals and achievements of sponsors in sport sponsoring and strengthen its and try to remove their constraints which are related to media promotion.