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

Document Type : Original Article

Authors

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

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

Abstract

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.

Keywords

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Sports Marketing Studies
Volume 1, Issue 4
February 2021
Pages 151-134

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