شناسایی مؤلفه‌های تجاری شدن ورزش فوتبال در ایران

مهدوی فر, زهره; ساروخانی, باقر; امیرمظاهری, امیر مسعود

doi:10.22054/qjss.2023.68203.2654

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ دانشجوی دکتری جامع شناسی ورزشی ،واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

² استاد جامعه شناسی دانشکده علوم انسانی واحد علوم و تحقیقات دانشگاه آزاد اسلامی تهران ایران

³ استادیارجامعه شناسی دانشکده علوم انسانی واحد علوم و تحقیقات دانشگاه آزاد اسلامی تهران ایران

https://doi.org/10.22054/qjss.2023.68203.2654

چکیده

این تحقیق باهدف شناسایی مؤلفه‌های تجاری شدن ورزش فوتبال در ایران، با استفاده از روش آمیخته اکتشافی (تحلیل مضمون و دلفی)، انجام شده است. اعضای پانل بر اساس روش نمونهگیری هدفمند تعداد 42 نفر میباشند. یافتهها نشان داد: تعداد 8 مضمون بهعنوان تمهای نهایی شناسایی شدند که عبارت‌اند از: 1. رواج خریدوفروش و قیمتگذاری فوتبالیستها؛ 2. مادی شدن اکثر فعالیتها در جامعه؛ 3. تأمین منابع مالی برای فعالیتهای مرتبط با فوتبال؛ 4. انگیزههای فردی فوتبالیستها؛ 5. انگیزههای سودجویانه دلالان؛ 6. رسانهها و فضای مجازی؛ 7. بُعد سوداگری فوتبال و 8. پیامدهای تجاری شدن فوتبال. سپس این مضامین در دو راند (دلفی) مورد داوری متخصصان و خبرگان قرار گرفت و نتایج نشان داد: برای مؤلفه‌های تجاری شدن فوتبال تعداد 12 مؤلفه؛ برای مؤلفه‌های انگیزه باشگاهها و مؤسسات ورزشی در تجاریسازی فوتبال تعداد 14 مؤلفه؛ برای مؤلفه‌های انگیزه فوتبالیستها در تجاریسازی فوتبال تعداد 12 مؤلفه؛ برای مؤلفه‌های انگیزه مؤسسات و شرکتهای رسانهای در تجاریسازی فوتبال تعداد 11 مؤلفه؛ برای مؤلفه‌های نتایج تجاریسازی فوتبال تعداد 17 مؤلفه موردتوافق کارشناسان و متخصصان قرار گرفت. یافتهها نشان داد: اکثر فعالیتهای مرتبط با فوتبال صرفاً بهخاطر کسب درآمد و جنبه اقتصادی انجام میگیرد و امر تجاریسازی فوتبال بی‌تأثیر از عامل اقتصادی و مالی نیست.

کلیدواژه‌ها

موضوعات

رویکردهای ترکیبی

عنوان مقاله [English]

Identifying the Components of the Football Commercialization in Iran

نویسندگان [English]

Zohreh Mahdavifar ¹
Bagher Saroukhani ²
Amirmasoud Amirmazaheri ³

¹ PhD student in Sports Companion, Science and Research Branch, Islamic Azad University, Tehran, ran

² Professor of Sociology, Faculty of Human Sciences, Science and Research Unit, Islamic Azad University, Tehran, Iran

³ Assistant Professor of Sociology, Faculty of Human Sciences, Science and Research Unit, Islamic Azad University, Tehran, Iran

چکیده [English]

This research was conducted with the aim of identifying the components of football commercialization in Iran using a mixed exploratory method (thematic analysis and Delphi). The panel members, selected based on the purposeful sampling method, are 42 people. As the findings revealed, eight themes were identified as the final themes, including 1. Prevalence of buying, selling, and pricing the football players; 2. Materialization of most activities in society; 3. Providing financial resources for the activities related to football; 4. Individual motivations of football players; 5. Profit-seeking motives of dealers; 6. Media and virtual space; 7. Dimension of football business and trading, and 8. Consequences of football commercialization. Then, these themes were judged by the experts and specialists in two rounds (Delphi), and the results showed that 12 components for the factor of football commercialization; 14 components for the factor of the motivation of sports clubs and institutions in football commercialization; 12 components for the factor of the motivation of football players in commercialization of football; 11 components for the factor of the motivation of media institutions and companies in the process of football commercialization; 17 components for the factor of football commercialization results, were agreed upon by the experts and specialists. The findings showed that most of the activities related to football are done only for the sake of earning money and for its economic aspect, and football commercialization is affected by economic and financial factors.

کلیدواژه‌ها [English]

Commercialization
Sports Commercialization
Football Commercialization
Iranian Football
Delphi Method

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‌ ‌استناد به این مقاله: مهدوی‌فر، زهره.، ساروخانی، باقر.، امیرظاهری، امیرمسعود. (1401). شناسایی مؤلفه‌های تجاری شدن ورزش فوتبال در ایران، فصلنامه علوم اجتماعی، 29(98)، 161-196.

DOI: 10.22054/qjss.2023.68203.2654

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شناسایی مؤلفه‌های تجاری شدن ورزش فوتبال در ایران

مراجع

مراجع

دوره 29، شماره 98مهر 1401صفحه 121-196

دوره 29، شماره 98
مهر 1401
صفحه 121-196