کاربرد علائم بصری ورزش و فعالیت بدنی، به منزله ابزار ترویج ورزش در سریالهای تلویزیون ایران و ترکیه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیارمدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

2 دانشیار مدیریت ورزشی، گروه ورزش کارنگی، دانشگاه لیدز بکت، انگلیس

3 کارشناس ارشد مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه علامه طباطبائی، تهران، ایران

https://www.doi.org/10.34785/J021.2020.763

چکیده

روش تحقیق مطالعه حاضر کاربردی و از نوع تحلیل محتوا بود. جامعه آماری پژوهش تمامی سریال­های ایرانی و ترکیه­ای بودند که در بازه زمانی سال 1391 تا بهار سال 1398 در حال پخش بودند و موردتوجه تحقیق قرار گرفتند. در این راستا، به­منظور انتخاب جامعه نمونه، روش نمونه­گیری چندمرحله­ای استفاده گردید. به­این ترتیب مجموعا 6 سریال ترک و 5 سریال ایرانی انتخاب شدند و در مجموع 91 قسمت با 1369 سکانس موردمشاهده و بررسی قرار گرفت. یافته­های تحقیق نشان می­دهد که سازندگان سریال­ها و فیلم­های خانوادگی در ترکیه، ورزش را در شکل­های مختلف در تولیدات رسانه­ای موردتوجه قرار می­دهند. نمایش علائم بصری ورزش در فیلم­های ترکیه بیش از فیلم­های ایران موردتوجه است و این امر نشان­دهنده توجه سیاست­گذاران جامعه و رسانه­های جمعی این کشور به مقوله ورزش و انتقال آن به جامعه می­باشد و این درحالی­ست که در ایران به مقوله علائم بصری ورزش در تولیدات تلویزیونی کمتر توجه می­شود و حتی بسیاری از ورزشکاران در فیلم­ها و سریال­ها نقش­های منفی و مخرب را برعهده می­گیرند. لذا توجه به نمایش علائم بصری در سریال­های محبوب تلویزیون ایران نقش مهمی در تغییر نگرش و احتمالا رفتار بینندگان و علاقمندی آنها به ورزش خواهد داشت.

کلیدواژه‌ها

عنوان مقاله [English]

The use of visual signs of sports and physical activity, as a promotional tool in Iranian and Turkish television series

نویسندگان [English]

  • Sara Keshkar 1
  • Francesco Addesa 2
  • Arezoo Sadeghi 3
1 Associate Professor of Sports Management, Faculty of Physical Education and Sport Sciences, Allameh Tabataba’i University, Tehran, Iran
2 Associate Professor of Sports Management, Carnegie Department of Sports, Leeds Beckett University, UK
3 Master of Sports Management, Faculty of Physical Education and Sports Sciences, Allameh Tabataba’i University, Tehran, Iran
چکیده [English]

The research method of the present study was applied and content analysis. The statistical population of the study was all Iranian and Turkish serials that were broadcast in the period from 2012 to the spring of 1398 and were considered. In this regard, in order to select the sample population, multi-stage sampling method was used. Thus, a total of 6 Turkish serials and 5 Iranian serials were selected and a total of 91 episodes with 1369 sequences were observed and examined. The research findings show that the producers of serials and family films in Turkey pay attention to sports in various forms in media productions. The display of visual signs of sports in Turkish films is more important than Iranian films, and this shows the attention of policymakers and the mass media of this country to the category of sports and its transmission to society. In Iran, less attention is paid to the visual signs of sports in television productions, and even many athletes take on negative and destructive roles in movies and TV series. Therefore, paying attention to the display of visual cues in popular Iranian TV series will play an important role in changing the attitude and behavior of viewers and their interest in sports.

کلیدواژه‌ها [English]

  • visual signs
  • television
  • sports
  • series
  • Iran
  • Turkey

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مطالعات بازاریابی ورزشی
دوره 1، شماره 4
اسفند 1399
صفحه 151-134

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