عنوان مقاله [English]
Introduction and Aim: The category of sport culture is specified through dividing the culture in to the exponential components. Meanwhile one of the societal sections which are in the prominent need of sport functions can be identified as the housewives. Various researches accomplished in this specified area, emphasize on the positive effect of media and especially the T. V channels on the alteration of people’s attitudes and behaviours towards the sport. The T. V sport channel program which has newly been established, is giving out specified on-Line services to different class of audiences in the society.
The present research was accomplished with the objective of investigating the role of sport channel programs in the promotion of sport culture among the housewives as the members of 5th district of Tehran capital.
Method: The research method is called descriptive- measurement and the statistical universe includes 1841 total houseviwes as the members of private clubs situated in the 5Th district of Tehran capital of whom 317 individuals were selected as the statistical sample by applying class-random procedure with the utilization of cocheran sample volume formula.
The research instrument was a research-made questionnaire including two parts.
Findings:The research data was analyzed in the two Levels of descriptive statistics and inferential statistics including one- variable t- test, Fridman test and multi-solutions variance analysis. Findings of the research indicate that the role of sport channel programs in the promotion of sport culture of the housewives was less than medium level by the mean value of 2.91 and the change of their attitudes by the mean value of 2.60. Mean while, the promotion rate of cultural values in housewives ’sport programs was computed as the medium Level by the mean value of 2.98; the promotion rate of religious values by the mean value of 2.97; the promotion rate of cultural norms by the mean value of 3.03; the rate of women’s contribution in sport activities by the mean value of 2.99 at the whole.
Conclusion: According to the findings of the research, there was no meaning ful difference between the role of sport channel programs and promotion of housewives sport culture due to the sex, age, number of children, education, the rate of watching sport channel programs, employment, the rate of leisure time positions, sport, financial expenses, permanent continuous membership, and administration of sport exercises according to T. V sport programs. Mean while, there was a significant difference between the role of sport channel programs in promotion of sport culture of housewives, due to their marital status.