Authors
1 Professor of sport Management .university of mohaghegh ardebili .Ardabil.Iran
2 Ph.D Candidate in Sport Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran.
3 PhD, Department of Sports Management, Faculty of Educational Sciences and Psychology, University of Mohaghegh Ardabili, Ardabil, Iran
4 PhD student in Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran
Abstract
Objective: This study aimed to identify strategies for developing media literacy among players in the Iranian Premier League, examine their structure, and explain the associated educational and supportive contexts.
Methodology: An exploratory sequential mixed-methods design was employed. In the qualitative phase, 25 experts and practitioners with experience in football and media were purposively selected. Data were collected through semi-structured interviews and analyzed using inductive thematic analysis. In the quantitative phase, 384 football-related media practitioners and football players were selected through random sampling. A researcher-developed questionnaire based on the qualitative findings was used to collect data. Experts assessed and confirmed its face and content validity. The overall Cronbach's alpha was 0.79. The measurement structure was examined using partial least squares modeling.
Findings: Interview analysis yielded 172 initial codes, 94 subthemes, and eight main themes: player education, club support, media ethics, social media, media interaction, macro-level policymaking, the role of universities, and individual empowerment. Factor loadings ranged from 0.779 to 0.931 and were all statistically significant at the 0.05 level. Player education, club support, and individual empowerment had the highest loadings, at 0.931, 0.925, and 0.909, respectively.
Conclusion: The findings provide a framework linking practical education, individual responsibility, and organizational support. Accordingly, ongoing educational programs involving clubs and universities, coordinated with policymaking bodies, are recommended. Determining the party responsible for implementation and assessing practical skills guide the application of the identified strategies in professional football.
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