The Effect of Media Literacy on audiences' Expectations of Sports Shows at Khuzestan Broadcasting Center

Today, the sport and exercise are considered by most institutions, including media due to providing physical and mental health, enriching leisure time, expanding social relationships, moving away from machine life, returning to nature, increasing efficiency, preparing the ground for growth of championship sport, and recommendation of physicians in community. The purpose of this research was to identify audience's expectations of sport shows, measure their media literacy, and investigate the effect of media literacy on audiences' expectations of sports shows in the Khouzestan Broadcasting Center. The population consisted of all citizens in Ahvaz. According to Morgan table, the sample size was determined to be 384. 490 questionnaires were randomly distributed among different groups of people and finally, 400 questionnaires were collected. The research tools included two questionnaires: standard questionnaire for media literacy (six factors and 36 items) and a researcher-made questionnaire for identifying audiences' expectations (five factors and 35 items). The validity of research instrument was confirmed by 14 faculty members and media experts and the reliability was calculated by Cronbach's alpha coefficient for expectations (0.81) and media Literacy (0.89) questionnaires. The Pearson correlation coefficient, linear regression, and one-sample t-test were used to analyze the data. The findings indicated that there was a correlation between media literacy of participants and their expectations of sports shows of Khuzestan’s Broadcasting Center (P=0.001). Also, the linear regression analysis showed that the media literacy may explain 23% of changes in audience expectations of sport shows. Therefore, the sports show producers were recommended to produce shows in line with audience expectations and pay attention to their media literacy.