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

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

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
 
Abdul Latif, P. (2021). Review of sports sociology. Retrieved on December 27, 1400. Available at: http://prof.khuisf.ac.ir. (In Persian).
Babaei, M. & Khodayari, A. (2018). "The relationship between commercialization and innovation with the future behavior of customers of body-building and aerobics clubs in Karaj". Quarterly Journal of Research in Sports Management. eighth year Seventh issue (Spring 2018). pp.: 1-18.. (In Persian).
Bourdieu, P. (2010). Distinction: A Social Critique the Judgements of Taste. London: Routledge.
Cheragh Birjandi, K.; Mirmaradzehi, A. & Davoudi, R. (2018). "The effect of collusion on the spirit of sports". Presented at the 3rd National Congress of Sports Science and Health Achievements. Tehran. (In Persian).
Deldar, I.; Kargar, Gh.A. & Ghafouri, F. (2015). "Investigation of the economic obstacles of the privatization of the clubs of the professional football league of the country". Biannual Journal of Sports Management and Development. 2. 53-69. (In Persian).
Ghahrani, M.; Abolghasemi, M. & Parandi, M. (2018). Commercialization: Academic research results (concepts, foundations and challenges). Tehran: Shahid Beheshti University. (In Persian).
Hanafiniri, K.; Porjabali, R. & Babaei, M. (2021). Delphi research method (expert consensus technique). Tehran: Dabizesh. (In Persian).
Hasan pourgolafshan, D.; Gholami, R. & Agriculture, Sh. (2013). "Investigation of the effective factors and the relationship between them on the success of technology commercialization in the Islamic Azad University of Aliabad, Kathol". National conference of entrepreneurship and management of knowledge-based businesses. 1-26. (In Persian).
Khodadost, Siavash; Bakhshalipour, V. & Akbarkhah, A. (2021). "The role of sports in the development of moral and cultural behaviors". Sociology of sports biannual journal. seventh year Number 18 (autumn and winter 1400). 75-95. (In Persian).
Malkutian, M. (2009). "Sports and politics". Politics. 39. 301-316. (In Persian).
Mohammadi-Askarabadi, M. (2018). "Explanation of factors affecting the development of Iran's sports economy". Master's thesis. Supervisor Hossein Eidi. Professor Homayoun Abbasi. Kermanshah: Razi University. (In Persian).
Mohammadi-Azizabadi, M. & Beheshti, S.S. (2019). "Political Sociology of Sports: The Impact of Sports and Professional Athletes on Political Life". Sepehr Politeh scientific-specialized quarterly. 7. 141-174. (In Persian).
Mohsenifar, A.; Dosti, M. & Tabesh, S. (2017). "Identifying the economic opportunities of beach sports (case study: Mazandaran beach football clubs)". Science and Engineering Elite Magazine. 3. 20-32. (In Persian).
Motahari, R. (2017). "Development of professional football commercialization scenarios and strategies appropriate to each scenario". Master's thesis. Supervisor Mehdi Mohammadi. Professor Mashar Manouchehr Ansari. Tehran: University of Tehran. (In Persian).
Mukhtarpour, M. (2018). "Sociological explanation of social factors affecting sports socialization". Journal of cultural-social studies of the Olympics. 1. 125-155. (In Persian).
Naqdi, Y.; Kagheyan, S. & Afsharpi, A. (2012). "Analysis of economic factors affecting the income of football clubs (selected clubs in the world). Biannual scientific-specialized journal of economics of development and planning. 1. 21-43. (In Persian).
Navabakhsh, M. & Joanmard, K. (2012). "Sociological study of the function of sports on social cohesion in Iran in the 80s (Kerman case study)" Specialized Quarterly Journal of Social Sciences, Islamic Azad University, Shushtar Branch. 3. 1-36. (In Persian).
Noori, D. & etal (2018). "Football Diplomacy". Sports strategic studies. 18. 1-32. (In Persian).
Rahmati, M.M. (2006). "Sociological reflection on the commercialization of sports". Move. 32. 161-186. (In Persian).
Rezaei, Sh. (2012). "Designing effective mechanisms for the commercialization of Iranian football clubs". Ph.D. Thesis. Supervisor Mohammad Ehsani. Consultant professors Hashem Kozechian and Mojtaba Amiri. Tehran: Tarbiat Modares University. (In Persian).
Sadeghi, F. & Janani, H. (2016). "Investigating the relationship between social responsibility and perceived value and customer satisfaction of sports clubs in Hashtroud city". Sociological studies. 35. 83-100. (In Persian).
Sajdi, A. (2019). "Implications of the strategic commodity of football on politics and global society: a case study of Iranian football". International Studies Quarterly. 16. 1-22. (In Persian).
Spilling, O. R. (2004). "Commercialization of knowledge- Conceptual Framework. in 13th Nordic Conference on Small Business (NCSB) Research.
Swien, A. J. G. & Casper, J. (2008). Incorporating CSR and stakeholder management into corporate strategy: A case study of the CAN experience 2002–2006. Corporate Governance. Vol. 7, No. 4, P.p: 434-445
Torlakovic, A. & et al. (2014). "Evolution of Sports- Medical Team Management in the Program of Posture Correction in Children". Materia socio-medica. Vol. 26 (2). Pp.: 104-108.
Walker, M. & Kentt, M. (2011). Strategy & society: the link between competitive advantage and Corporate Social Responsibility. Harvard Business Review. Vol. 84, No. 12, P.p: 78-92.
Walker, S. & et al. (2012). Does managerial ownership affect different corporate social responsibility dimensions? An empirical examination of U.S. publicly traded hospitality firms. International Journal of Hospitality Management?
Zarghar, A. (2014). "Sports and international relations: conceptual and theoretical aspects". Political Science Quarterly. 11. 7-48. (In Persian).
 
 
 
 
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
 Social sciences is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License...