Designing the Role of the Mass Media Role in the Development of Public Sports of the Country and Its Strategies

The purpose of this study was to design a role model for the role of mass media in the development of public sport in the country and its strategies. The research method is qualitative and exploratory. The statistical population consisted of university professors and sports media experts and creators. The field of study and having academic backgrounds related to the subject, having managerial positions and executive experience in the field of public sport were among the criteria for selecting the top list of experts. The sampling method was non-probability sampling with purposeful selection with maximum diversity or heterogeneity. The sample size in this study was 16 persons based on theoretical saturation index. The interviewing tool was open-ended and based on three open, axial and selective coding steps that were analyzed with the help of Maxqda 2018 software. Based on the data analysis of the 145 primary concepts, 4 main categories were identified. Then, seven theoretical theories were developed based on a paradigm model for designing the role model of mass media in the development of national sport and its cognitive strategies. Identified indicators included development barriers, facilitation factors, development factors, development strategies, and consequences of the development of mass sport with respect to the role of the media.