Explain the role of different media as an effective instrument of economic mutation in sports sector

Abstract

The aim of the present study was to investigate the role of different media as an effective instrument of economic mutation in sports sector based on the eight selected solutions of the athletic development in Iran. The views of 75 officials in various sports federations were collected, that were selected based on a Cohen's sample table. Measuring instrument was a researcher-made questionnaire with 56 questions constructed through The Delphi method. The questionnaire reliability and validity were confirmed by means of Cronbach's alpha test 0.87 and the simulative method respectively. Friedman's test was used to prioritize the role of each types of media in the eight developing strategies of athletic sport, also Kruskal-Wallis test was used to determine the contribution of each media on the eight strategies for sports development. The results showed that, print media had a greater role in the women's sports development, and the new visual media (internet, TV, etc.) had the greatest role in the marketing development, academic sports development, hosting international competition, and attract foreign investment. Based on the results obtained, visual media had the greatest impact on meritocracy and specialization, attracting inward investment and privatization. In addition, media can also play the most significant role in attract foreign investment, hosting international competitions and sports marketing respectively.