تأثیر سواد رسانه‌ای بر انتظارات مخاطبان برنامه‌های ورزشی سیمای مرکز خوزستان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشگاه شهید چمران اهواز، اهواز، ایران

2 استاد مدیریت ورزشی، دانشگاه شهید چمران اهواز، اهواز، ایران

3 دانشجوی دکتری مدیریت ورزشی، دانشگاه شهید چمران اهواز، اهواز، ایران

چکیده

 
امروزه ورزش با انگیزه‌های متفاوتی از جمله تأمین سلامت جسمی و روانی، غنی‌سازی اوقات فراغت، گسترش روابط اجتماعی، دور شدن از زندگی ماشینی، بازگشت به طبیعت، افزایش کارایی، زمینه‌سازی برای رشد ورزش قهرمانی و توصیۀ پزشکان در جامعه مورد توجه بیشتر نهادها از جمله رسانه‌ها قرار گرفته است. هدف از این پژوهش، شناسایی انتظارات مخاطبان از برنامه‌های ورزشی، سنجش سواد رسانه‌ای آنان و همچنین بررسی تأثیر سواد رسانه‌ای بر انتظارات مخاطبان برنامه‌های ورزشی سیمای مرکز خوزستان بود. جامعۀ آماری پژوهش تمامی شهروندان اهوازی بودند که طبق جدول مورگان تعداد نمونه 384 نفر تعیین شد. تعداد 490 پرسشنامه به شکل تصادفی بین اقشار مختلف توزیع شد و در نهایت 400 پرسشنامه جمع‌آوری شد. ابزار جمع‌آوری داده‌ها پرسشنامۀ استاندارد سنجش میزان سواد رسانه‌ای با شش بعد و 36 سؤال و پرسشنامۀ محقق‌ساختۀ شناسایی انتظارات مخاطبان از برنامه‌های ورزشی سیمای مرکز خوزستان با پنج بعد و 35 سؤال بود. روایی ابزار پژوهش توسط 14 نفر از استادان و کارشناسان رسانه، تأیید شد و پایایی نیز از طریق ضریب آلفای کرونباخ برای پرسشنامۀ انتظارات (81/0) و پرسشنامۀ سواد رسانه‌ای (89/0) محاسبه شد. برای تجزیه‌وتحلیل داده‌ها از آزمون‌های آماری ضریب همبستگی پیرسون، رگرسیون خطی و آزمون t تک‌نمونه‌ای استفاده شد. نتایج حاکی از وجود ارتباط میان میزان سواد رسانه‌ای پاسخ‌دهندگان و انتظارات آنها از برنامه‌های ورزشی سیمای مرکز خوزستان بود (001/0P=). نتایج تحلیل رگرسیون نیز نشان داد سواد رسانه‌ای می‌تواند 23 درصد از تغییرات انتظارات مخاطبان برنامه‌های ورزشی را تبیین کند. بر این اساس به تهیه‌کنندگان برنامه‌های ورزشی توصیه می‌شود در تولید برنامه‌ها در کنار توجه به انتظارات، به میزان سواد رسانه‌ای مخاطبان نیز توجه کنند.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Media Literacy on audiences' Expectations of Sports Shows at Khuzestan Broadcasting Center

نویسندگان [English]

  • Amin Khatibi 1
  • Sedighe Heydarinejad 2
  • Maryam Imanian 3
1 Assistant Professor of Sport Management, Shahid Chamran University of Ahvaz. Ahvaz, Iran
2 Professor of sport management, Shahid Chamran University of Ahvaz, Ahvaz, Iran
3 Ph.D Student of sport management, Shahid Chamran University of Ahvaz, Ahvaz, Iran
چکیده [English]

 
Today, the sport and exercise are considered by most institutions, including media due to providing physical and mental health, enriching leisure time, expanding social relationships, moving away from machine life, returning to nature, increasing efficiency, preparing the ground for growth of championship sport, and recommendation of physicians in community. The purpose of this research was to identify audience's expectations of sport shows, measure their media literacy, and investigate the effect of media literacy on audiences' expectations of sports shows in the Khouzestan Broadcasting Center. The population consisted of all citizens in Ahvaz. According to Morgan table, the sample size was determined to be 384. 490 questionnaires were randomly distributed among different groups of people and finally, 400 questionnaires were collected. The research tools included two questionnaires: standard questionnaire for media literacy (six factors and 36 items) and a researcher-made questionnaire for identifying audiences' expectations (five factors and 35 items). The validity of research instrument was confirmed by 14 faculty members and media experts and the reliability was calculated by Cronbach's alpha coefficient for expectations (0.81) and media Literacy (0.89) questionnaires. The Pearson correlation coefficient, linear regression, and one-sample t-test were used to analyze the data. The findings indicated that there was a correlation between media literacy of participants and their expectations of sports shows of Khuzestan’s Broadcasting Center (P=0.001). Also, the linear regression analysis showed that the media literacy may explain 23% of changes in audience expectations of sport shows. Therefore, the sports show producers were recommended to produce shows in line with audience expectations and pay attention to their media literacy.

کلیدواژه‌ها [English]

  • Audiences
  • Expectations
  • Khouzestan Center
  • Media Literacy
  • Sports shows

 

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  1.  

    1. Secretariat of the Council for Public Culture. The media and the use of sport as cultural goods. Public Culture Publications. 200230:40-61. (In Persian).
    2. Kordi, M. Study of the conditions of sports journals of the country MSc Thesis. Tehran University of Physical Education and Sport Sciences  2004.
    3. ILNA News. Exercise in Iran athlete or Sports fan. 2018630120. (In Persian).
    4. Ghasemi H, Mozafari A. Sports progress through television in Iran. Journal of Research in Sport Sciences. 2017 17:131-148. (In Persian).
    5. Aghapoor M. Sports and Media Studies: Evaluation of 10 Article & Thesis. Journal of World Media. 20121:163-190. (In Persian).
    6. Zarifi M, Davoodi K. National Media and General sports development. Journal of Communication Research. 201219:119-134. (In Persian).
    7. Khaledian M, Mostafaee F, samadi M, Kia F.The role of mass media in the development of sport. Journal of Communication Management in Sports Media. 20132:45-52. (In Persian).
    8. Alshamli A, Alanazi M. Sport Mass Media Influence on Promoting Sports In Order To Improve Public Health. Journal of Social Sciences. 2012 4(2):153-158. (In Persian).
    9. Chegini S, Mehdizade M, Afghami H, Saeedi R. The relationship between the use of new media and audience expectations from national television. Journal of Communication Research. 20113:91-117. (In Persian).
    10. Karimpoor H. Checking the relationship between identity and media. Borhan Bace Analytical. 2015 8612. (In Persian).
    11. Seyfpoor R. Media literacy in Iran and other countries. Rancho News. 201636570. (In Persian).
    12. Taghizade A, Taghizade M. The role of media literacy in Reduce internet-based social harm. National Conference of the Onslaught. Lorestan. 2012 37-52.
    13. Phang A. Add a dose of media literacy in the media diplomas curriculum and syllabus. 2005 11 (www.esd.sp.edu.sg/eetc/eetc07/docs/JTP/Medialiteracy_annaphang.pdf).
    14. Jill B, Thomas Aliki. Integrating evidence-based practice and information literacy skills in teaching physical and occupational therapy students. Journal of Health Infornation and Libraries. 2011 28(4): 264-272.
    15. Ashrafirizi H, Hasanzade D. The rate of media literacy and information among students of Isfahan University of Medical Sciences based on UNESCO media and information literacy indicators. Journal of Health Information Management. 201411:424-434. (In Persian).
    16. Bicheranloo A. The most important ways to attract audiences in three television channels The satellites. Journal of New Media Studies. 20166:57-89. (In Persian).
    17. Haghshenas M. Identification of the factor affecting the audience's satisfaction and successful media performance. ISBS-Second National Conference on Modern Management Science and Sustainable Planning in Iran, Tehran. 2016.
    18. Aghajani N, Naderinejad P. Studing the Role of Mass Communication in Promoting Public Sports Culture (In Persian). Journal of Communication Culture. 20111:139-167. (In Persian).
    19. www.iribnews.ir. (2017)2212386.
    20. www.tasnimnews.com. 2016.
    21. Ashrafirizi H, Ramazani H, Aghajani,H. Studying the Media and Information Literacy of Students of Isfahan University of Medical Sciences. Journal of Information Systems and Services. 20132:17-34. (In Persian).
    22. Hamer M, Weiler R, Stamatakis E. Watching sport on television, physical activity, and risk of obesity in older adults. BMC public Health. 20148:1-4.
    23. Alimohamadi H, Tondnevis F, Hadavi F. Comparison of Affecting Factors the Audience of Football, Basketball, and Volleyball Leagues . Journal of Research in Sport Management and Sport Behavior. 20125:99-111. (In Persian).
    24. Alizade S, Alahyari M. The position of visual language on television. MSc Thesis. Islamic Azad university, Tehran2013. (In Persian).
    25. Haji Heydari H, Yazdian A. Measurement and Application of the Critical Media Literacy Pattern: a Case Study of the Faculty of Islamic Republic of Iran . Journal of World Media. 201112:30-57. (In Persian).
    26. Culver Sherri H, Jacobson T. Media literacy and it’s as a method to encourage civic engagement. 2012;39:73-80.
    27. Piscina T. Ramirez de LA, Basterretxa JI, Jimenz E. Report about the media literacy situation in the Basque school community. Scientific Journal of Media Education. 2011;36:157-64.
    28. www.rasekhoon.net (2010)
    29. Shekarkhah Y. What is media literacy. hamshahrionline. 200983516. (In Persian).