Document Type : Research Paper
Authors
1 Assistant Professor of Payam e Noor University
2 M.A in Media Management
Abstract
Although female athletes have received minimal recognition in the male-dominated world of sports, many women have expanded their abilities in diverse sports. Also, pioneer females led to have paved the way for other women in their field to have succeeded in capturing perceptions of women's physical fitness, to change. However, these achievements could not have impacted the media coverage of professional women's sports in Iran and it is still not appropriate. Therefore, the purpose of this study was to identify the sport of women's championship media coverage pattern in Iran using a qualitative Grounded method based on the theory of Strauss and Corbin (1998). Due to the purposeful use and application of theoretical saturation criteria, semi-structured interviews were conducted with 15 women sports specialists. The results of this study identified cultural barriers, lack of sports marketing, socialization, and lack of programming strategy in the media as factors affecting. The study also identified background conditions of the glass ceiling; political, ideological, legal-executive intervention factors and the lack of sports marketing strategy, sports antifeminism as a strategy and culture, disruption of sports management, social media opportunities as consequences of current coverage of women's sports media were obtained.
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