Accrediting and Identification of Factors Affecting Media Flow in Sports

The research was conducted to accredit and identify factors affecting media flow in sports by mixed methods. The statistical population includes media experts with university teaching experience or activists in sports and media, sports promotion experts in media, sports experts and officials, sports media producers, policy makers and sports consultants of IRIB (16 people) for the qualitative part and media experts and students in the field of physical education and viewers of sports programs (370 people) for the quantitative part. The measurement tool in the qualitative stage was the open interview and the analysis was done with Maxqda software. The research tool in quantitative part, was the questionnaire extracted from the qualitative part codes, and was analyzed with AMOS software. Based on data analysis, 86 basic concepts, 19 Axis codes and 5 selective codes of causal, contextual, intervening, and strategic factors and consequences were identified. The results of the quantitative part confirmed items and factors in the confirmatory factor analysis tests. Factors and factors loads of items rate were higher than 0.4. Finally, the provided model has been developed with the opinion of experts, and its implementation can improve the current state of sports media in the community, which will increase the acceptance of these media.