Exploring the Role of Televised Sports Programs in Enhancing Women's Active Leisure: Strategies and Outcomes
Keywords:
Strategies, consequences, active leisure time, women's sportsAbstract
This study aimed to identify the strategies and outcomes associated with the effectiveness of televised sports programs in promoting active leisure among women and to explain their role in enhancing women’s participation in sport and physical activity. A qualitative research design based on Glaser’s grounded theory approach was employed. The study population consisted of leisure-time experts, sport management specialists, and professionals involved in organizing women’s and family sports events. Theoretical sampling was used, and although theoretical saturation was achieved after 12 interviews, data collection continued until 15 semi-structured interviews were completed. Data were analyzed through open, axial, and selective coding procedures. Trustworthiness was ensured through expert review, intercoder agreement, and triangulation techniques. Data analysis resulted in the identification of 59 initial codes and 12 selective codes related to strategies, as well as 18 initial codes and 4 selective codes related to outcomes. Key strategies included emphasizing active leisure through sport, effective content management, utilization of media capacities, audience-oriented content needs assessment, development of specialized educational materials, enhancement of content attractiveness, institutional support, critical thinking, training, organizational development, and effective use of organizational capacities. Major outcomes included women’s empowerment in engaging with active leisure content, positive shifts in public attitudes toward women’s sport, advancement of women’s sport participation, and broader social benefits such as improved public health, increased social vitality, and reduced gender discrimination. The findings indicate that the success of televised sports programs in promoting women’s active leisure depends on comprehensive content management, accurate identification of women’s needs, strategic use of media platforms, and sustained institutional support. Implementing these strategies can strengthen women’s participation in physical activity, enhance empowerment, transform societal perceptions of women’s sport, and contribute to the sustainable development of women’s sports and social well-being.
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Copyright (c) 2025 Negin Diravi, Shahoo Zamani Dadaneh (Author); Shiva Azadfada
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