Designing a Model of Women's Orientation Towards Public Sports with Emphasis on the Role of Mass Media

Considering the effect of sports on different aspects of individual and social life and its importance at the national level, the present study seeks to examine the role of mass media (radio, television, magazines and internet) in the tendency of women in Tehran. The research method is based on survey and questionnaire data collected from the women statistical society of Tehran. For that matter, 384 people were selected by multi-stage cluster sampling. They were those practicing in public parks and sports clubs in different part of Tehran. The main method in data analysis was Pearson and structural equation modeling and factor analysis with SPSS and AMOS software. Giddens and Budrillard were taken into account to explain the subject in a theatrical framework. The results show that there was a relationship between variables (age and level of development of residential area and women tendency to public sports, but there was no relationship between (academic levels, access to of sports facilities). The results also show that there was a direct and significant relationship between the dimension of media function (eduction, information and advertising, personal body management) and the tendency to public sports, among which information and advertising have the highest correlation coefficient i.e. 0/471 and personal body management had the lowest correlation coefficient of 0/171.