شناسایی عوامل موثر بر جمع‌سپاری تولید محتوای رسانه‌ای ورزش ایران

Introduction: In the new era, when sports media have the power to change public opinion and can affect the world of any spectrum of people in the society, producing content based on traditional methods no longer makes sense.

Methods: The purpose of the present research was to identifying the factors influencing crowdsourcing in Iran's sport media content production. This research is of a qualitative type with a thematic approach, which is considered practical in terms of its purpose. The research community was formed by professors, specialists and activists in the field of sports media and crowdsourcing. The sampling method was purposeful and 17 interviews were conducted with a semi-structured method. After completing the interviews, data analysis began. After three stages of open, sub- and main coding, 391 open codes, 32 sub-themes and 8 main themes were adopted. It should be noted that the coding was done under the supervision of an external referee and by three experts, and the researchers also used Cohen's kappa coefficient to determine reliability, the value of 0.81 indicating a strong agreement between the coders. The process of data analysis was done in the descriptive part using SPSS 26 software and in the qualitative part using MaxQD 2024 software.

Results: The findings indicate that factors such as Contentology, organizational management, political, economic, legal, infrastructure, culture, and the socialization of audiences have an impact on the crowdsourcing of sports media content in Iran.

Conclusion: It should be stated that the crowdsourcing approach, which is centered on the collective, can bring about a fundamental transformation in the process of producing sports content for the media by receiving ideas and discovering subjects.