The Model of Improving the Quality of Media Programs to Attract Teenagers and Young People to Participate in Sports and Physical Activity

According to their functions, the media can provide the ground for the participation of more people in the society in sports activities, especially for teenagers and young people. The purpose of this research is to provide a model for improving the quality of media programs in order to attract teenagers and young people to participate in sports and physical activity. This research has been done with the fundamental purpose and grounded theory method (systematic model of Strauss and Corbin) and with a qualitative approach. Also, the data has been collected in the field. The statistical population of this research includes experts familiar with the media, sports participants, sports media and psychologists of adolescents and young people, as well as researchers, university professors and people involved in sports media, public relations managers of sports organizations and some young and adolescent athletes. It has been mentioned that 25 people have been selected by targeted sampling method. In data analysis for open, central and selective coding, the qualitative approach of grounded theory was used and open coding was done by analyzing the interviews. The model for improving the quality of media programs in order to attract teenagers and young people to participate in sports and physical activity is based on causal conditions (human resource, organizational cooperation and organizational structure) and taking into account extractive strategies (media content, programming, planning and evaluation) which is affected by background conditions (infrastructure and cultural) and intervening conditions (economic and legal political factors), consequences such as sports development, health improvement and social effects can be observed. Specialized programming with special attention to the benefits of physical activity, the sports needs of teenagers and young people, the facilities and equipment available in sports centers, etc. can improve the quality of media programs and help attract different groups, especially teenagers and young people, to sports.