The Role of Digital Media in Shaping the Interest of Female Physical Education Students in Formula One Racing in Iran

Document Type : Original Article

Authors

1 Professor of Sport Management,University of Mohaghegh Ardabili, Ardabil, Iran

2 Phd in Sport Management,University of Mohaghegh Ardabili, Ardabil, Iran

10.22098/rsmm.2025.17928.1497

Abstract

Purpose:Sports media play a crucial role in shaping attitudes and increasing audience interest in sporting events. This study aimed to identify the influential factors of sports media in changing attitudes and enhancing the interest of Iranian women in Formula One racing.Method:This applied research was conducted using a qualitative approach with a descriptive phenomenological methodology. The study population consisted of 23 subject-matter experts. Data collection was carried out through semi-structured interviews, and data were analyzed and categorized using MAXQDA software (version 20). To ensure validity and reliability, the criteria of credibility, transferability, dependability, and confirmability were applied.Results:Findings indicate that sports media significantly impact the change in attitudes and increase the interest of Iranian women in Formula One racing. Increased media coverage, the production of simplified educational content, and the use of social media play a key role in raising awareness and attracting female audiences. Additionally, the presence of women in key roles within the sport, such as drivers and analysts, helps reduce gender stereotypes and motivates more women to follow the races. However, the lack of targeted media coverage for women and insufficient investment in gender-appropriate content production remain major obstacles in this area.

Keywords

Research in Sport Management and Marketing
Volume 7, Issue 3
Issue in Progress
2026

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