Document Type : Research Paper


1 Department of Sport Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

2 Department of Sport Management, Faculty of Physical Education and Sport Science, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

3 Department of Sport Management, Payame Noor University, Tehran, Iran


Introduction: The purpose of this study was to fit the media literacy model in sport by the structural equation modeling approach.
Methods: First, the initial model was identified by grounded theory method and Strauss-Corbin approach and then its fit was evaluated by structural equation modeling method. Open, axial and selective coding methods were used for qualitative data analysis then structural equation modeling method was used for quantitative data analysis. The sample in the qualitative section included 26 experts in the field of sports and media who were selected by purposive non-random sampling method. In the quantitative section, 400 graduate students of sports sciences were randomly selected in clusters and surveyed with a questionnaire.
Results In the qualitative section, the requirements of content production, the development of literacy, highlighting sports and content management as causal conditions and content form, the use of media industries, content production based on audience knowledge, the inclusion of media literacy in educational content, pre Media literacy training needs were identified as contextual conditions. In the quantitative part, the fit of the model based on qualitative findings was confirmed.
Conclusion: the findings showed that media literacy training, content management, use of media industries and highlighting the category of sports have an effect on the development of media literacy in sports.


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