مجله مدیریت ارتباطات در رسانه های ورزشی
پیاپی 31 (بهار 1400)

Ghasemi's theory of media synergy was first proposed in the book Mass Communication Theories published by Payame Noor University in 2014. A review of existing theories in the field of mass communication, interviews with experts, and experiences gained from several years of activity in various mass media, provided the basis for the design of this theory. The beginning of the researcher's activity in mass media in 1997 coincided with the quantitative and qualitative development of traditional media and the years of development of the Internet and new digital media in Iran. Over time, with the further development of the media, the extent of the influence of most of the older media was divided between the types of media. Therefore, the effect of the previous media had a decreasing trend. These experiences led to the question in the mind of the researcher what are the changes in the influence and effect of mass media from the perspective of media experts and the explanation of scientific theories.

"War minus shooting" is a concept of public diplomacy in today's world; this concept is formed from three essential dimensions of art, education, and sport that the aim of this study was the explanation the place of sport in the development of public diplomacy as an empirical model; The methodology of this study was applied based on evaluating more than 100 articles, books, notes, news, and more from 2015 to 2020. The findings of the study revealed 99 concepts related to sport in developing countries' general diplomatic interactions, which were categorized into three levels according to the experiences and opinions of experts. Given the levels of classification of sports diplomacy, it is the result of combining the concepts of bilateral diplomacy, multiple diplomacy, people to people diplomacy, soft and cultural diplomacy. According to the findings of sport research, because of its "appeal" and "effectiveness", its universal role has a significant role to play in strengthening public diplomacy in countries.

The media play an important role in creating identity for sports and promoting them in society. The purpose of this study was to identify the performance of the media in reflecting the identity of sports and encouraging society to participate in them. Exploratory mixed research method included qualitative method using nominal interview and questionnaire survey method were used in the research. The participants in the qualitative section consisted of 27 professionals and athletes who were purposefully selected and the population in the survey consisted of athletes who were members of national teams or those who were invited to national team camps, and also coaches and veterans of 13 sports. The research tools in the qualitative section were pen and paper, audio recording and semi-structured questions, and in the quantitative part was a researcher-made questionnaire. The results showed that the role of media was identified with two categories of identity creation, including sub-categories of cultural development and sports management methods, as well as promotion with sub-categories of marketing and public participation. Also Findings showed that the most media focus in most sports was on introducing sports heroes as role model, and in martial arts, more attention was paid to cultural categories than other issues. It is suggested that the media pay attention to cultural values in introducing sports so that sports can be used as a cultural tool to guide and attract young people to sports.

The purpose of this research is to identify the factors and strategies for deploying electronic commerce in the production of sporting goods in the country and to provide an analytical model. In terms of target type, the present research is an applied research.It was carried out qualitatively and through in-depth interviews. The research method used is Grounded Theory (Foundation Data Theory). The statistical population of the study consisted of 17 professors and experts in sport marketing and 11 marketing and sales representatives of manufacturer companies of sporting goods who interviewed by snowball method. Finally, the data from the interviews were analyzed using the Grounded Theory method through three stages of coding. The results of coding in the end of the 6 main categories include the causal conditions (supervisor-policy making-occupational-economic), underlying conditions (modelling -lifestyle-ICT development-environmental learning), mediating conditions (technical -information, legal-cultural), strategies (law-manpower-equipment-localization), outcomes (economic-structural-cultural-environmental) and the main phenomenon of electronic commerce implementation in the sport sector of the country. The results of the research play an important role in targeting the customer-oriented activities of the internet world in the manufacturing sector of the sports industry in Iran.

The purpose of this study was to investigate the role of Physical and Subjective Factors on Re-Presence of Clients of Tehran E-sport Bussines with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all people using E-sport clubs in the Tehran city who regularly exercised in these clubs for at least one year. According to the research objectives and based on PASS statistical software, the population size was 384 people who were selected through stratified random sampling. The data gathering tool in this study were E- Word of mouth questionnaire of Gholipour et al (2018), Lim (2006) Re-Attendance Questionnaire, and physical- subjective of Falahi et al. (2014). The results showed that the physical- subjective factors related to E-sport clubs have a direct impact on the intention of clients to be present again through the moderating role of the E- word of mouth advertising. In addition, E- word-of-mouth advertising has an impact on the intention of customers to be present again.

The aim of the present study was to design a model of job feedback communication skills, power of feedback source and recipient dignity in improving the job performance of physical education experts of Payame Noor universities. The aim of the present study was applied and descriptive-correlational, which was conducted in the field. The statistical population included physical education experts of Payame Noor universities (468 people) of whom 248 people were selected by stratified random sampling. Data collection tools included Pierce organizational self-esteem questionnaire (1989), Alders job feedback (2000), feedback source power Hinkin (1989) and Fedor (2001). The reliability of the questionnaires was above 0.75. Descriptive statistics were used to describe the data and in the inferential section Pearson correlation coefficient, path analysis and structural equation method were used. The results showed that job feedback has a positive and significant effect on improving job performance, source of feedback strength and recipient dignity. The power of the source of feedback and the dignity of the recipient, on the improvement of job performance, the positive effect and meaning of the drug The power of the source of feedback and the dignity of the recipient of feedback play a mediating role in the relationship between job feedback and improving job performance.Therefore, considering the significant effect of variables related to communication skills on job performance, and according to psychological (self-esteem) and organizational factors (resource power) job feedback, effectiveness and increase the likelihood of accepting feedback, the job performance of physical education experts can be Improved.

The purpose of this study was to investigate the effect of communication skills on active leisure time with mediating role of social interactions among female students in Saveh city. Data collection was done by Barton GM Communication Skills Questionnaire (2007), Exploratory and Theoretical Active Leisure Questionnaire (2014) and Carol Glass Social Interaction Questionnaire . Face and content validity were confirmed by a survey of related professors and reliability was reported using Cronbach's alpha greater than 0.70. The statistical population of the study consisted of all female high school students in the first grade of Saveh city. To estimate the sample size, the Power Symbol SPSS software was used and 280 people were selected by cluster sampling method. Data analysis was performed using SPSS-25 and amos-23 software at 0.05 level of error. The results of model fit based on communication skills on active leisure time with mediating role of social interactions of female students in Saveh city. Given the popularity and necessity of leisure time in the social life of individuals, it is necessary to reduce the costs of recreation and other leisure activities so that students and various social groups can benefit from healthy leisure opportunities for nurturing talent. To use for themselves

The purpose of the present study is to present a model to identify the effects of social environment, free samples, discounts and shopping habits on promoting sales and shopping habits on sport consumption. The study population was all consumers of sporting goods in Tehran. 306 questionnaires were collected by simple random sampling. The Beckville & Michel Questionnaire, 2003 and David Yan et al., 2012 were used as the measurement tools. Face and content validity were evaluated by several sports management professors and PhD students. Reliability, convergent validity, and divergence validity indicated the construct validity of the model. The results showed that there was a significant relationship between free samples, discounts and shopping habits. Also, there was a significant relationship between physical environment, social environment and sales promotion. Finally, there was a significant relationship between sales promotion and shopping habits; Customers in personal sales are the key to success in marketing planning and management under current circumstances

The purpose of this study was to study the role of organizational culture in the relationship between transformational leadership and organizational citizenship behavior. The research is in terms of data collection, correlation and purposeful application. The statistical population of the study was the staff of sport media in the city of Zahedan who was counted. Data collection tools consisted of three transformational leadership questionnaires Bernard & Bess (1985), organizational citizenship behavior (Oregon et al., 1997) and Organizer Cultural Inventory (2000). To resubmit research questionnaires, the convergent and divergent validity and combination reliability and their alpha-coronbach were confirmed. The fitting of the model of measurement, structural and general model was verified by partial least squares method and PLS software. The coefficients of F2, Q2, and R2 and GOF were in the acceptable range. The results of the test showed that the significance coefficients of T-value and z-value (Sobel test) are outside the range of the absolute value of 27.2. With a confidence of 0.99%, direct and indirect relationships between variables are significant. The results indicate that there is a significant relationship between organizational and organizational citizenship behavior. The leadership of Afrin's transformation has a very strong and positive relationship with organizational culture. Organizational culture also causes organizational citizenship behaviors in the organization, and these two variables have a positive and constructive relationship. Ultimately, organizational culture plays a role as an intermediary in the relationship between leadership of Afrin's transformation and organizational citizenship behavior.