عالیه شکربیگی

Purpose: Sport plays an important role in health and therefore, it is necessary to examine the tendency to sport based on knowledge industry and culture industry. As a result, the aim of this study was to sociological explanation of the role of knowledge industry and culture industry on tendency to sport among the youth of BandarAbbas city. Methodology: This study in terms of purpose was applied and in terms of implementation method was mixed (qualitative and quantitative). The research population in the qualitative part was the elites of the fields of sociology, sociology of sports, media and education, which number of 20 people of them were selected as a sample with using the purposive sampling method. The research population in the quantitative part was the youth of BandarAbbas city, which number of 400 people of them were selected as a sample with using the multi-stage cluster sampling method. The research tool in the qualitative part was depth and semi-structured interview and in the quantitative part was researcher-made questionnaire (42 items), which their validity and reliability were confirmed. To analyze data in the qualitative part were used the open, axial and selective coding method in MAXQDA software, and in the quantitative part were used the exploratory factor analysis and structural equation modeling in SPSS and LISREL software. Findings: The findings of the qualitative part showed that for the sociological explanation of the role of knowledge industry and culture industry on tendency to sport were identified 42 indicators, 11 components and 3 dimensions of the knowledge industry (with 3 components of training and fosterage, introduction and make known of sports and sports scientific materials), the culture industry (with 5 components of television sports programs and competitions, radio sports programs, sports virtual pages, sports press and television sports documentaries) and the tendency to sport (with 3 components of physical and mental health, quality of life and leisure and pleasure). The findings of the quantitative part showed that the factor load of all factors was higher than 0.40, the average variance extracted of all them was higher than 0.50 and the reliability of all them was higher than 0.70. Also, the sociological explanation model of the role of knowledge industry and culture industry on tendency to sport had a good fit, and both the knowledge and culture industry had a direct and significant effect on the tendency to sport among the youth of Bandar Abbas city (P<0.001). Conclusion: Based on the results of this study, it is suggested that in order to improve the tendency to sport among youth people, planning should be done in the field of knowledge industry and culture industry, and the identified components and indicators for them should be promoted.