ROLE OF MEDIA IN THE PROMOTION OF FEMALE SPORTS PARTICIPATION IN PAKISTAN

Abida Naseer, Saeed Javed

Abstract


Purpose: The objective of the present research was to examine the role of media in the promotion of female sports participation in Pakistan. Methods: The study was cross-sectional and quantitative in nature. All female athletes of two universities belonging to Pakistan were considered the population (N-400) of the present research. Random sampling was employed to choose the samples. The sample size was comprised of 300 university female athletes. Survey questionnaire was utilized to collect the desired information from the subjects. Results: Descriptive (mean, std. deviation, and frequencies) and inferential (Pearson’s correlation analysis and multiple regression analysis) analyses were employed to analyze the collected data. The results revealed the positive and significant relationships among the constructs. The findings also revealed significant influenced of mass media and marketing on sports participation of female athletes at university level in Pakistan. Conclusion: It was concluded that mass media and marketing both can boost the glories of female sports participation and provide the opportunities equal to male community not only in Pakistan but also in the globe. Mass media should telecast positive image of females’ participation in all domains of sports to uplift the standards from grassroots level to national and international platforms.

Keywords


Mass media; Sports marketing; Female athletes; Sports participation.

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