Identifying Media Solutions to Develop Social Responsibility in National Sportsmen

This articl, which was carried out in order to identify and prioritize media strategies to develop social responsibility in national sportsmen, was applied thematic analysis research with a qualitative approach. The method was library and field and the statistical population encompasses all experts in the field of media and sports, including professors, managers, sports experts and students in three scientific, executive and sports groups. Sampling was done purposefully and theoretical saturation was achieved during 18 interviews. In the present study, retesting was used to determine the reliability of the conducted interviews. The validity of the questions has been reviewed and confirmed by 12 relevant experts. From the data analysis, 45 open codes, 8 central codes, and 6 selective codes were obtained, which included advertising, executive policy, research, motivational, culturalization, and personal development. Considering the results of this research, it is possible to take a step towards policy making and institutionalizing media aspects of social responsibility in sports in general and among sports stars in particular, which of course requires the formulation of strategic plans and laws.