The Role of the Culture Industry and the Knowledge Industry on Tendency toward Sports

This study aimed to investigate the role of the culture industry and the knowledge industry on the tendency toward sports. The Grounded Theory (GT) method was used in this study. The statistical population consisted of two groups of elites in the fields of sociology, sociology of sports, media and education, as well as the youth of Bandar Abbas. The in-depth and unstructured interview technique was employed in the qualitative part, while a quantitative researcher-made 42-item questionnaire was utilized in the quantitative part. The results in the qualitative part were analyzed through open, axial and selective coding and the concepts were identified based on which a researcher-made questionnaire was developed. The results were analyzed using the Kaiser-Meyer-Olkin (KMO) test and Friedman test. According to the findings, exercise motivation was categorized into three indicators, namely physical and mental health, quality of life, and leisure and pleasure; the knowledge industry was categorized into three indicators, namely education, introduction of sports, and scientific-sports contents; and the culture industry was categorized into five indicators, namely radio sports programs, virtual sports pages, sports press, documents and interviews of athletes on TV, and television sports programs and competitions.Conflict of interest: According to the authors, the article did not have any conflict of interest.