Media strategies for the development of the public sport in Tehran metropolis

The aim of this study was to investigate the influence of mass media in the development of attitudes, culture and institutionalization of public sport in Tehran and provide solutions to the media. The method of present research was survey, in terms of goal, application development, and a field study conducted to collect data. The study population consisted of 100 people, including sport experts and media whom their points used in researcher-made questionnaire. Descriptive statistics was used to describe data, and to search for hypotheses to be meaningful inferential statistics, Kolmogorov-Smirnov tests, Confirmatory factor analysis, Friedman and binomial were conducted.
From experts’ point of view, indicators of visual media (public sports-themed TV series, TV sports programs on public sport, special public sport News on TV, broadcast educational public sport teaser on TV, play educational subtitle of public sport on TV, broadcast educational animated movies on public sport on TV, Satellite sports programs on public sport), audio media (Sports Radio and other State radio networks), print media (sports press, other press, scientific- sports books, scientific-sports posters, published brochure on public sport, install billboards on public sport, writing short educational sentences on public sports on buses, writing short educational sentences on public sports in the subway), virtual media (sports web sites and sites, other web sites, News, social networks, sports blog), art media (public sports-themed movies, sports-themed theater) are effective in the development of attitudes, culture and institutionalization of public sport in Tehran Metropolis.