مجله مدیریت ارتباطات در رسانه های ورزشی
پیاپی 34 (زمستان 1400)

The development of women's sports is a step towards national development. In addition, due to the impact of women's sports on family and community life, it has received more attention from the government and the people. The purpose of this study was to investigate the main discourse of sports managers in the field of women's sports.The research was a descriptive study that was examined by qualitative analysis and discourse analysis approach from lectures and interviews of 34 senior managers in the field of sports and youth and its coding in an 8-month period from March to January 2021.The data obtained from the interviews and lectures of the managers were coded and classified into 19 concepts and 8 categories: moderation, culture building, talent development, sports development, sports efficiency, management, honor creation and sports requirements.It seems that women's participation in sports will make them work as legislators, managers, fighters for their rights and leaders of sports organizations. Therefore, it is very important for the media and senior managers to take more solid steps to empower women in their position by supporting and enacting laws.

The purpose of this study was to validate of media ethics indicators tool in the sports programs of the Islamic Republic of Iran Broadcasting. The statistical population of this study (350 people) was the sports management elite, including faculty members in the field of physical education majoring in sports management at the universities of the Ministry of Science, and the sampling was random and the number of samples (180 people) was determined based on Morgan table.The data are based on three questionnaires of honesty, fairness and responsibility and its validity is structurally confirmed and its reliability is confirmed based on Cronbach's alpha. The results showed that the variable of honesty on the media ethics of sports programs of Iran Broadcasting with an impact factor of 0.44 and a value of T=4.71, justice on the media ethics of sports programs with an impact factor of 0.13 and the value of T=2.84 and responsibility had an effect on the media ethics of sports programs with an impact factor of 0.91 and a value of T=7.65. Accordingly, the variable of responsibility on the media ethics of sports programs with an impact factor of 0.91 was the highest and the variable of justice on the media ethics of sports programs with an impact factor of 0.13 was the lowest.The results of the research indicate the internal validity and index of external tools of media ethics and its significant effect on the sports programs of the Radio and Television of the Islamic Republic of Iran

The purpose of the present study was to investigated the impact of different types of unfavorable news (negative value-related news and negative performance-related news) on brand hate of sports products. The present study was practical. The statistical population of the study consisted of all users of sport products at University of Kurdistan, that statistical sample of 550 people was selected. In order to compare the two types of undesirable news, the research sample was divided into two groups. Simple random sampling method was used for data collection. Questionnaire was used to measure research variables and descriptive (frequency, percentage, mean) and inferential (path analysis) methods were used for data analysis. The results showed that both types of unfavorable (negative) news influenced on the brand hate of sports products, but negative value-related news had a stronger effect. The results also indicated that in both groups, brand hate had a positive and significant effect on all three behavioral outcomes (Brand Avoidance, Negative WOM and Brand Retaliation). Accordingly, it is suggested that corporate executives be sensitive to the news of their products and their company in the media. And prevent the dissemination of undesirable news (especially value-related news) which in most cases may also be false or rumored.

The present study sought to provide a complete analysis of the discourses of Iranian Premier League coaches and football players during the Corona virus pandemic. The method of the present study was qualitative with the approach of discourse analysis of sports newspaper headlines. The headlines of the sample newspapers from February 2020 to June 2020 were reviewed. The present study examines discourse analysis with a structural approach, the discourse of coaches and football players in terms of what, why and how parameters and, also this paper analyzed and coded the general dimensions of the EC model of media literacy. The total frequency of the obtained codes was 134. In terms of discourse analysis, the most frequent code was the "what" parameter. In general, the emotional dimension of media literacy had the most frequency versus the rest. Also, in terms of the EC model, the dimension of individual capabilities (personal component) has had the highest frequency in the discourses of coaches and athletes. The research provided a theoretical framework of the components studied in the research. Therefore, future researchers can use this framework as a theoretical basis for future qualitative and quantitative research.

Instagram has increasingly become a tool for sharing visual content for professional athletes. Therefore, the purpose of this study was to use Instagram as a personal brand management tool for professional athletes. The method of qualitative research was quantitative content analysis. 472 Instagram posts of two professional footballers (Cristiano Ronaldo and Lionel Messi) were analyzed, in which the photos were categorized based on product-related and non-product-related attributes. Statistical analysis included analyzing the content of Instagram posts and examining the number of likes and comments on the athletes' Instagram page. The findings showed; for both athletes, posts with non-product-related features were significantly more shared than posts with product-related features on Instagram. The number of likes on posts with product-related attributes was significantly higher than the number of likes on posts with non-product-related features for both athletes. Also, the number of comments in posts with product-unrelated attributes content was significantly higher than the number of comments in product-related attributes posts for both athletes. This study shows that Instagram facilitates the understanding of how fans engage and interact with posts related to athlete brand attributes, and fans can play a more active role in the athlete brand building process through likes and comments. Based on this, it is suggested that professional athletes should have a greater understanding of the semiotics of images for posts in order to increase the number of comments and likes of their fans.

In this research, the indicators and tools of integrated marketing communication in the clothing and sports equipment industry are examined based on Hierarchy of Effects Model. The research method was descriptive-survey and data were collected by a researcher-made questionnaire. The face and content validity of the questionnaire was confirmed by experts and due to the incompatibility rate of the questionnaire (less than 0.1), the research tool had good validity and reliability. The statistical population of the study consists of 38 sports marketing experts and specialists. The data were analyzed through Analytic Hierarchy Process (AHP) and Expert Choice software. The findings showed that creating awareness and knowledge with final weights of (0.278) and (0.255) is significant for cognitive purposes; desire with final weights of (0.257) and (0.232) is significant for emotional goals, and reliability and action (purchase) with final weights of (0.231) and (0.307) are of great importance for behavioral goals in the Iranian clothing and sports equipment industry. Also, the results indicate that advertising with the final weights of (0.313) and (0.260) to create awareness, respectively, and public relations with the final weights of (0.206) and (0.300) to create knowledge are the first priority among IMC tools in HET communication model. Consequently, manufacturers and sellers of clothing and sports equipment are recommended to sell their sports items using integrated marketing communication tools to create awareness and knowledge, desire and craving, and creation of confidence in customers through advertising and public relations, sales promotion, sales personal and direct marketing.

The purpose of this study is to analyze the quantitative context, and the trends of media published papers in the field of sports in periodicals. To this end, we investigated all the papers published in periodicals in the field of sport management (ACECR). We found 51 papers published in sports media. We used a coded checklist [a2] derived from the papers’ contexts. To ensure the checklist’s validity, we employed some experts in the field of sport management, and to ensure its reliability, we used two coders. Finally, to analyze data, we employed the descriptive, as well as the inferential statistics (Chi-square test). Findings showed that in 1398, the maximum number of papers (37.25%) have been published, most of them (82.35%) have been carried out with an applied approach. Most of these studies (64.7%) have been done quantitatively by a survey. They also (16.66%) have been done using comparative and t-statistics. Most of the authors (21.5%) were university experts, while the television had the most share of research areas amongst media (31.37%). The chi-square test results indicated that there exists a significant difference between the number of published papers in the field of sports media with regard to the media type, and the number of published papers in sports media with according to the analysis, which indicates a large share of sports media in the research..

Today, information technology (IT) as the axis of the formation of information societies has been considered by most countries in the world. Knowledge management and leadership role speed up the information exchange process. The purpose of study is to investigate the mediating role of information technology in relationship between leadership styles and employee knowledge management with a structural equation modeling approach. The research method is descriptive-correlational and it is done in field. The statistical population consisted of employees of the Departments of Sports and Youth of Northwestern Iran. In order to perform sampling, due to the existence of 3 provinces, the relative stratified random method was used. Based on number of items and variables, minimum sample size of 365 people was considered.Three questionnaires of leadership style of Bass and Olivo (2003), knowledge management of Filius et al. (2000) and IT of Nickpey et al. (2019) consisted research instruments. To evaluate content validity of the questionnaires, sports management professors and experts and to evaluate reliability, Cronbach's alpha coefficient was used. SPSS 23 software was used to analyze descriptive statistics and correlation coefficients, and AMOS24 software was used to evaluate data fit and model evaluation, including convergent validity, diagnostic validity and composite reliability. SMART-PLS3 software was used to provide a model.Rresults showed that in relationship between leadership styles and knowledge management, IT acceptance acts as a role of mediator. Therefore, it is suggested that the information technology acceptance process of the employees be based on knowledge management and leadership styles.