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تدوین الگوی ساختاری تفسیری عوامل مؤثر بر تولید محتوای برنامه‌های ورزشی در رسانه ملی | ||
| مطالعات مدیریت رفتار سازمانی در ورزش | ||
| دوره 12، شماره 3 - شماره پیاپی 47، مهر 1404، صفحه 100-127 اصل مقاله (2.01 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30473/fmss.2025.13691 | ||
| نویسندگان | ||
| احمدرضا طاهری لیوانی؛ لیلا صفاری* ؛ عباس خدایاری؛ اکبر فریدفتحی | ||
| گروه مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران. | ||
| چکیده | ||
| هدف پژوهش حاضر، تدوین الگوی ساختاری تفسیری عوامل مؤثر بر تولید محتوای برنامه‌های ورزشی در رسانه ملی بود. این پژوهش از نظر هدف کاربردی و از نظر روش اجرا، آمیخته با طرح اکتشافی متوالی انجام شد. در بخش کیفی، داده‌ها از طریق مصاحبه‌های نیمه‌ساختاریافته با خبرگان حوزه رسانه، ارتباطات، مدیریت ورزشی و مدیران و برنامه‌سازان رسانه ملی گردآوری شد. نمونه‌گیری به روش هدفمند و گلوله‌برفی تا دستیابی به اشباع نظری ادامه یافت و در مجموع 16 مصاحبه انجام شد. داده‌های کیفی با استفاده از روش تحلیل مضمون کدگذاری و تحلیل شدند. در بخش کمی، 15 نفر از خبرگان در فرایند تعیین روابط میان عوامل و تدوین مدل ساختاری تفسیری مشارکت کردند. به‌منظور ساختاربندی عوامل و تعیین روابط متقابل آن‌ها، از مدل‌سازی ساختاری تفسیری (ISM) و به‌منظور تحلیل قدرت نفوذ و میزان وابستگی عوامل، از تحلیل میک‌مک (MICMAC) استفاده شد. یافته‌ها نشان داد که تولید محتوای برنامه‌های ورزشی در رسانه ملی تحت تأثیر 10 عامل اصلی شامل حکمرانی فرهنگی و انطباق ایدئولوژیک تولیدات، مهندسی زیرساخت‌های نوین و استانداردسازی فناورانه پخش، نظام‌مندسازی مرجعیت علمی و غنای تخصصی محتوا، اقتصاد محتوا و بازاریابی راهبردمحور، تنوع رشته‌ای و عدالت رسانه‌ای، تعامل‌پذیری و مشارکت مخاطبان، سیاست‌گذاری و مدیریت جریان‌های خبری، روزنامه‌نگاری تحقیقی و نقد هوشمند، کادر متخصص و ستاره‌سازی و زمان‌بندی و مدیریت کنداکتور است. نتایج مدل‌سازی ساختاری تفسیری نشان داد که این عوامل در قالب پنج سطح سلسله‌مراتبی سازمان‌دهی می‌شوند. حکمرانی فرهنگی و انطباق ایدئولوژیک تولیدات و سیاست‌گذاری و مدیریت جریان‌های خبری در سطوح زیربنایی و به‌عنوان عوامل پیشران قرار گرفتند؛ درحالی‌که زیرساخت‌های فناورانه، اقتصاد محتوا، مرجعیت علمی و تعامل با مخاطبان نقش واسطه‌ای در انتقال اثر سیاست‌های کلان به سطوح اجرایی ایفا کردند. همچنین، عواملی نظیر سرمایه انسانی، زمان‌بندی و مدیریت کنداکتور و کیفیت محتوایی در سطوح عملیاتی و عدالت رسانه‌ای به‌عنوان پیامد نهایی عملکرد نظام تولید محتوا شناسایی شد. در مجموع، نتایج پژوهش بر ماهیت نظام‌مند و چندسطحی تولید محتوای ورزشی تأکید دارد و نشان می‌دهد تحقق تولید محتوای اثربخش در رسانه ملی مستلزم توجه هم‌زمان به عوامل راهبردی، زیرساختی، محتوایی و اجرایی و تنظیم روابط متقابل میان آن‌هاست. | ||
| کلیدواژه‌ها | ||
| رسانه ملی؛ رسانه‌های ورزشی؛ ورزش؛ رسانه | ||
| عنوان مقاله [English] | ||
| Developing an Interpretive Structural Model of the Factors Influencing Sports Program Content Production in National Media | ||
| نویسندگان [English] | ||
| Ahmadreza Taheri Livani؛ Leila Saffari؛ Abbas Khodayari؛ Akbar Faridfathi | ||
| Department of Sport Management, Ka.C, Islamic Azad University, Karaj, Iran. | ||
| چکیده [English] | ||
| Background and Purpose: Mass media play a significant role in shaping public attitudes, social values, collective identity, and cultural development. Among various media contents, sports programs have a distinctive position due to their cultural, social, economic, and identity-related functions. These programs are not merely tools for broadcasting sporting events and communicating competition results; rather, they can contribute to promoting sports culture, strengthening national identity, enhancing public awareness, developing social capital, and representing important social values. In this regard, the production of sports program content in national media requires a comprehensive approach that considers the interaction of cultural, managerial, economic, technological, professional, and audience-related factors. In recent years, technological developments, the expansion of digital platforms and social networks, the emergence of online streaming services, and changes in media consumption patterns have transformed the traditional structures of sports content production and distribution. Consequently, media organizations can no longer rely exclusively on conventional television broadcasting and one-way communication models. Instead, they need to adopt innovative content production strategies, develop interactive communication mechanisms, utilize multimedia technologies, and respond to the diverse preferences and expectations of audiences. These developments have also increased competition among media platforms and highlighted the importance of content quality, professional credibility, audience engagement, and sustainable economic models. The importance of these issues is particularly evident in the context of the Islamic Republic of Iran Broadcasting (IRIB), which, as a national public-service media organization, has responsibilities beyond information dissemination and entertainment. In addition to attracting and retaining audiences, national media are expected to promote cultural values, strengthen national identity, support public education, and contribute to social development. Therefore, the production of sports programs cannot be based solely on audience ratings, the popularity of sporting events, or commercial considerations. Rather, it requires a balance between cultural missions, professional standards, technological capabilities, economic considerations, and the diverse needs of society. Despite the development of research on sports media, previous studies have primarily focused on describing the status of sports programs, analyzing media content, examining digital transformation, or investigating specific aspects of sports broadcasting. Relatively limited attention has been paid to identifying the structural relationships, hierarchical positions, and mutual influences of the various factors affecting sports content production within a national public-service media organization. Identifying these relationships is essential because some factors have fundamental and strategic influences on the entire production system, whereas others mainly function as operational components or outcomes influenced by higher-level factors. Accordingly, the present study aimed to identify the factors influencing the production of sports program content in national media and develop an interpretive structural model to explain the hierarchical relationships, influence power, and dependence among these factors. Methodology: This applied research employed a mixed-methods approach using a sequential exploratory design (qualitative–quantitative). The research was conducted in three interconnected analytical stages. In the qualitative stage, the research population consisted of experts and specialists in media, communication, sports management, media management, and sports program production, including media executives, television program producers, and university faculty members with relevant academic or professional experience. Participants were selected through purposive and snowball sampling. Semi-structured interviews were conducted until theoretical saturation was achieved. After conducting 16 interviews, no new codes or themes emerged, indicating that the qualitative data collection process had reached theoretical saturation. The qualitative data were analyzed using thematic analysis. Following transcription and repeated examination of the interviews, initial coding was performed. Similar and conceptually related codes were subsequently categorized into basic themes, organizing themes, and overarching themes. This process resulted in the identification and classification of the main factors influencing sports program content production. To enhance the trustworthiness of the qualitative findings, the criteria proposed by Lincoln and Guba (1985), including credibility, transferability, dependability, and confirmability, were considered. Repeated examination of codes, participant validation, review of the coding process by academic supervisors, and systematic documentation of analytical procedures were among the measures adopted to strengthen the quality of the findings. In the quantitative stage, 15 experts with specialized knowledge and professional experience in media, communication, sports management, and sports content production participated in identifying the relationships among the extracted factors. A structured questionnaire was developed based on the qualitative findings, and experts were asked to assess the mutual influence relationships between the identified factors. The Interpretive Structural Modeling (ISM) technique was then employed to determine the hierarchical structure and interrelationships among the factors. This process involved developing the Structural Self-Interaction Matrix, constructing the initial reachability matrix, applying transitivity principles, and establishing the final reachability matrix. Subsequently, the factors were classified into hierarchical levels and an interpretive structural model was developed. Finally, MICMAC analysis was conducted to examine the driving power and dependence of each factor and classify them into four categories: autonomous, dependent, linkage, and independent factors. Results: The findings of the qualitative analysis identified ten major factors influencing the production of sports program content in national media. These factors included: (1) cultural governance and ideological alignment of productions; (2) development of modern infrastructure and technological standardization of broadcasting; (3) systematization of scientific authority and enhancement of the specialized quality of content; (4) content economics and strategic marketing; (5) diversity of sports disciplines and media justice; (6) audience interactivity and participation; (7) policymaking and management of news flows; (8) investigative journalism and intelligent criticism; (9) professional human resources and star-making; and (10) scheduling and broadcast programming management. The ISM results demonstrated that these ten factors were organized into a five-level hierarchical structure, indicating that they did not have equal positions in terms of influence and dependence. Cultural governance and ideological alignment of productions, together with policymaking and management of news flows, occupied the foundational levels of the model and played the most significant roles in directing other components of the sports content production system. These factors represented the strategic and institutional foundations upon which other managerial, technological, economic, and operational activities depended. At the intermediate levels, factors such as technological infrastructure, content economics, scientific authority, and audience interactivity served as connecting mechanisms between macro-level policies and operational processes. These factors facilitated the translation of strategic orientations into practical production capabilities and influenced the quality, accessibility, attractiveness, and effectiveness of sports programs. At the operational and outcome-oriented levels, factors such as professional human resources and star-making, sports diversity and media justice, investigative journalism and intelligent criticism, and scheduling and broadcast programming management were more strongly influenced by the decisions and conditions established at higher levels. Their effectiveness consequently depended on the quality of strategic governance, supporting infrastructure, professional resources, and managerial coordination. The findings of MICMAC analysis further demonstrated differences among the factors in terms of driving power and dependence. Cultural governance and policymaking and management of news flows were identified as factors with high driving power, highlighting their fundamental role in shaping the overall production system. In contrast, factors such as audience interactivity and participation, professional human resources and star-making, scheduling and broadcast programming management, investigative journalism and intelligent criticism, and sports diversity and media justice exhibited greater dependence on other components of the system. The results also indicated that technological infrastructure, content economics, and scientific authority played important intermediary roles in connecting strategic decisions with operational outcomes. Discussion: The findings of the present study indicate that the production of sports program content in national media is a multidimensional and interconnected process that cannot be improved through isolated managerial or technical interventions. Rather, its effectiveness depends on the coordination of cultural governance, media policymaking, technological infrastructure, economic mechanisms, specialized knowledge, professional human resources, and audience-related strategies. The identification of cultural governance and ideological alignment as a foundational factor reflects the distinctive mission of national media in Iran. Unlike purely commercial media organizations, national broadcasting is expected to balance audience attraction and program competitiveness with cultural responsibilities, social values, national identity, and public interests. Therefore, a clearly defined cultural governance framework can provide the basis for determining content priorities, selecting sporting events, designing program formats, and establishing appropriate approaches to representing athletes and sporting achievements. Similarly, the fundamental position of policymaking and management of news flows demonstrates that decisions regarding the selection, prioritization, processing, and dissemination of sports news are not merely editorial or operational activities. They are influenced by broader institutional policies and managerial decision-making structures. Consequently, improving the quality of sports content requires transparent news policies, professional editorial standards, reliable information sources, and appropriate mechanisms for ensuring the accuracy and credibility of media outputs. Another important finding concerns the intermediary role of technological infrastructure and content economics. Modern broadcasting technologies, digital production facilities, high-quality transmission systems, and multimedia capabilities provide essential conditions for improving the technical and visual quality of sports programs. However, technological development alone cannot guarantee effective content production unless it is accompanied by sustainable financial mechanisms, strategic marketing, and appropriate resource allocation. Developing diversified revenue models, strengthening sports media brands, and utilizing advertising and sponsorship opportunities can contribute to the financial sustainability of sports content production while preserving the public-service mission of national media. The five-level hierarchical structure provides an important managerial implication: improvement initiatives should begin with foundational factors and subsequently extend to intermediate and operational levels. Focusing exclusively on recruiting prominent presenters, changing broadcast schedules, increasing audience interaction, or introducing new program formats may produce limited and temporary improvements if the underlying governance, policymaking, financial, and infrastructural conditions remain unchanged. Accordingly, the proposed model provides a systematic framework for identifying intervention priorities and coordinating managerial decisions across different levels of the sports content production system. Conclusions: The findings of this study demonstrate that the production of effective sports program content in national media requires an integrated and hierarchical management approach. By identifying ten major factors and explaining their structural relationships through a five-level interpretive structural model, the study provides a comprehensive framework for understanding the mechanisms influencing sports content production. Cultural governance and ideological alignment of productions, as well as policymaking and management of news flows, were identified as the fundamental driving factors, while technological infrastructure, content economics, scientific authority, and audience interactivity played important intermediary roles. Other factors, including professional human resources, sports diversity, investigative journalism, and broadcast programming management, were more dependent on the conditions established at higher levels. Accordingly, it is recommended that national media managers adopt the proposed model as a basis for strategic planning, resource allocation, organizational development, and performance evaluation of sports programs. Greater attention should be given to establishing coherent cultural and editorial policies, modernizing technological infrastructure, strengthening sustainable economic models, developing specialized human resources, promoting investigative and evidence-based sports journalism, and improving audience participation. Furthermore, balanced coverage of different sports disciplines and greater attention to media justice should be incorporated into content production policies. Ultimately, improving the quality and effectiveness of sports programs is not the outcome of the independent performance of a particular department or production team; rather, it requires coordinated and integrated management of the entire media system in response to cultural responsibilities, professional standards, technological developments, economic sustainability, and audience expectations. | ||
| کلیدواژه‌ها [English] | ||
| Sports Content Production, National Media, Sports Programs, Interpretive Structural Modeling (ISM), MICMAC Analysis | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 17 تعداد دریافت فایل اصل مقاله: 5 |
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