The Influential Aspects of Cyberspace in Promotion of Sports

Abstract

Background: The promotion of sport and physical education is an important step in a country’s development; and sport, due to its role in the individual’s personal and social life, is of special importance to people and governments. Sport is a socio-cultural entity which affects social organizations and structures. On one hand, the level of a country’s social and cultural development can be judged by sport; and on the other hand, improvement in sport is dependent on the existing capacities in the society. Objectives: With the rapid growth of cyberspace in our country, this study was performed to identify the most effective aspects of cyberspace for increasing the prevalence of sports in Iran. Methods: This study uses a qualitative approach, in which 35 of either the sports managers of medical science universities with education in sports, master’s degree level sports experts, physical education experts or former national team member sports veterans were chosen in a purposeful matter and interviewed in a semi-structured way. Data analysis was performed through content analysis using open coding and axial coding. Results: After assessment of the content of the interviews, 5 influential aspects in sport promotion were identified. These consisted of providing information, education, and network of relationships, cultural improvement and motivation. 20 sub-categories were also considered. Discussion: These findings can provide the necessary information for planning and appropriate use of the country’s virtual space potential in order to further promote sports and exercise.