عنوان مقاله [English]
Introduction: The importance of the media in examining the problems of modern society is rooted in their prominent role in shaping the various dimensions of modern society; because one of the characteristics of the modern world is defined in terms of the two concepts of “time” and “space” and the relationship between the two. In this regard, what is considered as the sociology of morality in relation to the media is the way of dealing with morals issues in the media as a factor in shaping the general morals of society; today the importance and influence of the media in building and directing public opinion in various fields is not hidden from anyone. Focus on the social morals in sports media and the ways in which the issue of morals and its various dimensions in such media are introduced, promoted and expressed as "representation" is a matter of concern to the present study; What kind of image of morals and moral action is presented to the audience by a media. In other words, sports media what image and translation of social morals, its values and patterns of moral action at the social level, provide their audience. What moral themes they rely on the most and what kind of individual and social behavior they highlight, promote, or denounce. For this purpose, the content of one year from four cases of sports media in Iran, including: “Iran Varzeshi”, “Khabar Varzeshi”, “Abrar Varzeshi” and “Piroozi” newspapers, has been thematized and typed.
Method: Four popular sports media have been considered as cases of the most experienced media in Iran and the types of representation and reflection of social morals and moral elements in their contents and contents are categorized and described through “Qualitative content analysis” method. The unit of analysis in this research has selected the “Subject”. This research is following Blumer’s key “Theoretical Sensitive Concepts” as guidelines for perceiving the phenomenon under study.
Finding: The findings of the research indicate this sports media in the representation of morals is in the range of the dual “morals & anti-morals”. Concept such as “Legalism” has been introduced as positive morals and concept such as “Rumor” has been introduced as negative morals. The two attributes of "Heroic Character" and "Verbal and Behavioral Violence" are described and defined as the least important moral attributes from the perspective of these media.
Results & Conclusion: Occasionally, at the macro level and due to his formal reading of the field of sports, elements such as “trust in the coach” and “his respect” are portrayed as moral actions, and sometimes on the surface of the micro, it expresses “popular literature” at the level of individual morals and social morals. This dual reflects the fact that the representation of social morals in this sports media -at the two levels of mental and practical- is the connection of the constraints with the journalistic attractions and political positions of the media and does not follow a single morals code of conduct.