Document Type : Research Paper
Authors
1 Assistant Professor of Sport Management, Golestan University
2 Associate Professor, Department of Sociology, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran
Abstract
Introduction: The purpose of this research is to analyze the role of media literacy on athletes' cultural consumption, considering their experience and level of championship.
Methods: The research method was a mixed type (quantitative and qualitative). In the qualitative part, the Delphi method was used to identify the dimensions of cultural consumption and prepare a questionnaire, and the standard philosophical questionnaire (2014) was used to measure media literacy. To confirm validity, the convergent validity index was used, and to confirm reliability, the Cronbach's alpha coefficient test was used, which were approved. The statistical population in the qualitative section included 19 university professors and experts related to the research topic, and in the quantitative section, all athletes aged 15 to 35 with at least five years of sports experience. The samples were selected based on the Cochran table, with a total of 384 people. Central index statistics were used to describe the data, and correlation coefficient, comparison of means, and path analysis were used to analyze the data.
Results: Both media literacy sections, with an average of 3.30 and cultural consumption, with an average of 3.10, were above average. The role of media literacy on cultural consumption has the highest impact among international athletes with a correlation coefficient of 0.633 and the lowest impact among local athletes with a correlation coefficient of 0.310.
Conclusion: Media literacy affects athletes' cultural consumption, and with increasing media literacy, their cultural consumption also increases.
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