مروری بر چالش ها و چشم انداز های مشارکت ورزشی بانوان با رویکرد بازاریابی اجتماعی
محورهای موضوعی : فعالیت بدنی و اجتماعی شدن
الهام مشکل گشا
1
(گروه تربیت بدنی، واحد مبارکه، دانشگاه آزاد اسلامی، مبارکه،اصفهان، ایران.)
کلید واژه: مشارکت ورزشی زنان, توسعه, موانع مشارکت, بازاریابی اجتماعی,
چکیده مقاله :
چکیدههدف: هدف از پژوهش بررسی چالش ها و چشم اندازهای مشارکت ورزشی بانوان است.روش‌شناسی: در این مقاله سعی شده است با استفاده از متون و ادبیات موجود، وضعیت مشارکت زنان در فعالیت های ورزشی ، علل و چالش های مربوط به آن بررسی و با ارائه راهکارهای مناسب ، افق و چشم اندازی کارآمد به منظور افزایش هر چه بیشتر مشارکت زنان در ورزش فراهم گردد. روش تحقیق این مطالعه بر اساس ماهیت موضوع از نوع اسنادی است و به تبع آن از فن کتابخانه جهت گردآوری اطلاعات استفاده شده است.یافته‌ها: بررسی متون و ادبیات موجود نشان داد با وجود سیر فزایندة حضور زنان در عرصه های اجتماعی، مشارکت و حضور آنان در فعالیت های ورزشی محدود است. نتیجه‌گیری: با توجه به نقش محوری ورزش در سلامت زنان به عنوان مادران جامعه و به تبع آن سلامت فرزندان، موضوع مشارکت ورزشی زنان باید به طور جدی مورد توجه قرار گیرد. بازاریابی اجتماعی به عنوان رویکردی موثر برای کاهش موانع و افزایش تسهیل کننده ها نسبت به رفتارکم تحرکی زنان و بهبود کیفیت زندگی فردی و اجتماعی پیشنهاد می شود که پیاده سازی و اجرای آن نیازمند حمایت طلبی و ظرفیت سازی از طرف کلیه نهادهای مسئول می باشد.ترویج فواید چندگانه ورزش، اصلاح نگرش و باور اجتماعی زنان با تمرکز بر اثربخشی فعالیت های ترویجی و آموزشی، توسعه اماکن و فضاهای مناسب ورزش همگانی زنان، هماهنگی بین بخشی و راهبری ورزش همگانی زنان از اقدامات موثر در این زمینه است.
Objective: The purpose of the research is to examine the challenges and perspectives of women's sports participation.Methodology: In this article, an attempt has been made to investigate the status of women's participation in sports activities, its causes and challenges by using existing texts and literature, and by providing suitable solutions, an efficient horizon and perspective in order to increase participation as much as possible. Provide women in sports. The research method of this study is based on the nature of the subject of documents, and accordingly, the library technique was used to collect information..Results: The investigations showed that despite the increasing presence of women in social fields, their participation and presence in sports activities is limited. Considering the importance of sports in the personal and social health of women, it seems that the Iranian society has not yet realized the importance and necessity of sports among women and girls. The percentage of women participating in sports activities is lower than that of men in all countries.Conclusion:The nature of using this concept of social marketing is to change behavior, which is the main nature and purpose of marketing in this field. The meaning of individual attitude change is that, according to the conditions, a person finds a positive belief in physical activity and public sports, and further, the attitude towards public sports also becomes positive, which is due to the increase of the individual's information. Further, according to the effects of social norms on the individual, this normative belief is created in people that exercise and physical activity can be placed as a need in people. The positive social consequences that can be achieved by using social recovery strategies, changing behavior towards desirable behaviors that lead to the development of public sports in this research. Considering the pivotal role of sports in the health of women as mothers of society and consequently the health of their children, the issue of women's sports participation should be seriously considered. Social marketing is suggested as an effective approach to reduce barriers and increase facilitators to women's sedentary behavior and improve the quality of individual and social life, which implementation and implementation requires support and capacity building from all responsible institutions. The multiple benefits of sports, improving women's social attitudes and beliefs by focusing on the effectiveness of promotional and educational activities, developing suitable places and spaces for women's public sports, inter-departmental coordination and leading women's public sports are effective measures in this field.
Aghayi, N, Fattahian, N. Analysis of the applicability of barriers to sports participation of female sports teachers and Non-Athlete Using Cramford Obstacle Pyramid Model. Journal of Research in Sport Management and Motor Behavior.2012(4):161-175. [Persian].
Aguilar, L,. Portell-Cortés, I., Costa-Miserachs, D., Torras-Garcia, M., Riubugent, E,. Almolda, B,. & CollAndreu, M. (2020). The benefits of voluntary physical exercise after traumatic brain injury on rat's object
recognition memory: A comparison of different temporal schedules. Experimental Neurology, 326:113178.
Andreasen, A. (2006). Social marketing in the 21st century. Thousand Oaks, CA: Sage
Audet M, Dumas A, Binette R, Dionne IJ. Women, weight, poverty and menopause:understanding health practices in a context of chronic disease prevention. Sociol Health Ill.2017;39(8):1412-26.
Beram, J. A., & Semotiuk, D. (1991). Sport for all: Facts and fantasy in the United States and Canada. In J. Standeven (Eds.), Sport for All in the 90s. Aachen, Germany: Meyer and Meyer Verlag.
Brinthaupt, T. M., Kang, M., & Anshel, M. H. (2013). Changes in exercise commitment following a values-based wellness program. Journal of Sport Behavior, 36(1), 3-22.
Craij,P, Beedie,P. sociology Sport learning Matters. A CIP record for this book is available from British Library.2008. [Persian].
Crawford, D., Jackson, E., & Godbey, G. A hierarchical model of leisure constraints. Leisure Sciences,19991 (13): 309-320.
DiGuiseppi, C. G., Thoreson, S. R., Clark, L., Goss, C. W., Marosits, M. J ,.Currie, D. W., & Lezotte, D. C. (2014). Church-based social marketing to motivate older adults to take balance classes for fall prevention: Cluster randomized controlled trial. . Preventive medicine, 67(1), 75-81 .
Fortier, M., Vallerand, R., Briere, N., & Provencher, P. (1995). Competitive and recreational sport structures and gender: A test of their relationship with sport motivation.
García-Moreno C, Jansen H, Ellsberg M, Heise L, Watts C. WHO multi-country study on women’shealth and domestic violence against women.Geneva: World Health Organization. 2005;204:1-18.
Joulaei H, Maharlouei N, Razzaghi A, Akbari M.Narrative review of women’s health in Iran:challenges and successes. Int J Equity Health. 2016;15(125). [Persian]
Hopkins,C., Hopkins ,CH. , Kanny ,S., & Watson,A. (2022). A Systematic Review of Factors Associated with Sport Participation among Adolescent Females. International Journal of Environmental Research and Public Health.19(33),1-16.
Kahn, E. B., Ramsey, L. T., Brownson, R. C., Heath, G. W., Howze, E. H., Powell, K. E., & Corso, P. (2002). The effectiveness of interventions to increase physical activity: A systematic review. American Journal of Preventive Medicine, 22(4), 73- 107.
Kamada, M., Kitayuguchi, J., Inoue, S., Ishikawa, Y., Nishiuchi, H., Okada, S., Shiwaku, K. (2013). A community-wide campaign to promote physical activity in middle-aged and elderly people: a cluster randomized controlled trial. International Journal of Behavioral Nutrition and Physical Activity, 10(1), 1 .
Karimi S, Javadi M, Jafarzadeh F. Economic burden and costs of chronic diseases in Iran and the world. Health Inform Manag. 2012;8(7):984-96. [Persian].
Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35(3) , 3-12.
Kotler, P., Roberto, N., & Lee, N. (2002). Social marketing: Improving the quality of life: Sage. (2002). Social marketing: Improving the quality of life. Sage.
Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing, 1, 54–72.
Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing, 1, 54–72.
Majzadeh. R., R. A., Shams. M., Shojaiezadeh. D., Montazeri. A. . (2010). Use of social marketing model to reduce hazardous driving behaviors in taxi drivers in Tehran. Journal of School of Public Health and Institute of Public Health Research,, 9(2), 21-40. [Persian]
Matsudo, V., Matsudo ,S., Andrade, D., Araujo, T., Andrade, E., de Oliveira, L. C., & Braggion, G. . (2002). Promotion of physical activity in a developing country: The Agita Sa˜o Paulo experience. . Public HealthNutrition, 5(1), 253– 261 . Ø Milanovi.
Mehdizadeh, R; Andam, R, (2014). Developing strategies of "Sport for All" in Iran Universities. Sport Management Studies, (6)22: 15-38. [Persian]
Mozaffari, A; Elahi, A; Abbasi, c; Ahadpour, Hand Rezaei, ZDevelopment strategies Iranian championship sports system. Journal of Sport Management Studies, 2012(13):33-48. [Persian]
Naderian, M.,Zolaktaf,V., Moshkelgosha, E.,(2009). Obstacles to women's sports participation and their relationship with motivation. Journal of Movement Sciences and Sports.1(13). 145-154. [Persian].
Newman, C. L., Howlett, E., & Burton, S. (2014). Implications of fast food restaurant concentration for preschool-aged childhood obesity. Journal of Business Research, 67(8), 1573-1580.
Pettigrew, S. (2015). Pleasure: An under-utilised ‘P’ in social marketing for healthy eating. Appetite, 104(1), 1-10.
Raymore, L., Godbey, G., Crawford, D., & von Eye (1993). Nature and process of leisure constraints: An empirical test. Leisure Sciences, 15, 99-113.
Rezaiependari. H., K. N. (2013). Application of social marketing approach in the field of health: case study. . Journal of Health Education and Health Promotion, 2(2), 109- 130. [Persian]
Russell, C & ,.Oakland, M. J. (2007). Nutrition education for older adults: The chef Charles club. . Journal of nutrition education and behavior 9(4), 223-234.
Salimi, M., Moslehi, L., Labbaf, A. (2021). Designing a model of cultural barriers for women's participation in leisure sport activities in sport recreation center. Journal of Strategic Sociological Studies in Sport, 1(1), 30-45.
Shahvali, J., Bahrami, H., (2022). Designing a Conscious Prediction System Based on Future Literacy: Social Constraints in Sport for All. Journal of Strategic Sociological Studies in Sport, 2(2), 26-34.
Saberi1, A., Bagheri, GH., KHabiri, M., Yazdani H. R., Alidoust ,E. (2018). Understanding the Process of Formation of Social Marketing for the Development of Sport for All. Research in educational sports, 15(2), 293-316.
Tan ,E. J., Tanner, E. K., Seeman, T. E., Xue, Q.-L., Rebok, G. W., Frick, K. D., McGill, S. . (2010). Marketing public health through older adult volunteering: experience corps as a social marketing intervention. American journal of public health,, 100(4), 7 . .226-32.
Wakewich P, Parker BF. Mapping research onwomen and health in northwestern Ontario: NationalNetwork on Environments and Women's Health;2002.
Weinreich Kline, N. (1999). Handson social marketing: . Thousand Oaks: Sage Publications.
Women’s Sports Foundation. Chasing Equity. 2022. Available online: https:// www.womenssportsfoundation.org/wp-content/ uploads/2020/01/Chasing-Equity-Full-Report-Web.pdf (accessed on 12 January 2022).
World Health Organization (WHO). 2021. Available online: https://www.who.int/health- topics/adolescent-health#tab=tab_1(accessed on 12 January 2022).
_||_Aghayi, N, Fattahian, N. Analysis of the applicability of barriers to sports participation of female sports teachers and Non-Athlete Using Cramford Obstacle Pyramid Model. Journal of Research in Sport Management and Motor Behavior.2012(4):161-175. [Persian].
Aguilar, L,. Portell-Cortés, I., Costa-Miserachs, D., Torras-Garcia, M., Riubugent, E,. Almolda, B,. & CollAndreu, M. (2020). The benefits of voluntary physical exercise after traumatic brain injury on rat's object
recognition memory: A comparison of different temporal schedules. Experimental Neurology, 326:113178.
Andreasen, A. (2006). Social marketing in the 21st century. Thousand Oaks, CA: Sage
Audet M, Dumas A, Binette R, Dionne IJ. Women, weight, poverty and menopause:understanding health practices in a context of chronic disease prevention. Sociol Health Ill.2017;39(8):1412-26.
Beram, J. A., & Semotiuk, D. (1991). Sport for all: Facts and fantasy in the United States and Canada. In J. Standeven (Eds.), Sport for All in the 90s. Aachen, Germany: Meyer and Meyer Verlag.
Brinthaupt, T. M., Kang, M., & Anshel, M. H. (2013). Changes in exercise commitment following a values-based wellness program. Journal of Sport Behavior, 36(1), 3-22.
Craij,P, Beedie,P. sociology Sport learning Matters. A CIP record for this book is available from British Library.2008. [Persian].
Crawford, D., Jackson, E., & Godbey, G. A hierarchical model of leisure constraints. Leisure Sciences,19991 (13): 309-320.
DiGuiseppi, C. G., Thoreson, S. R., Clark, L., Goss, C. W., Marosits, M. J ,.Currie, D. W., & Lezotte, D. C. (2014). Church-based social marketing to motivate older adults to take balance classes for fall prevention: Cluster randomized controlled trial. . Preventive medicine, 67(1), 75-81 .
Fortier, M., Vallerand, R., Briere, N., & Provencher, P. (1995). Competitive and recreational sport structures and gender: A test of their relationship with sport motivation.
García-Moreno C, Jansen H, Ellsberg M, Heise L, Watts C. WHO multi-country study on women’shealth and domestic violence against women.Geneva: World Health Organization. 2005;204:1-18.
Joulaei H, Maharlouei N, Razzaghi A, Akbari M.Narrative review of women’s health in Iran:challenges and successes. Int J Equity Health. 2016;15(125). [Persian]
Hopkins,C., Hopkins ,CH. , Kanny ,S., & Watson,A. (2022). A Systematic Review of Factors Associated with Sport Participation among Adolescent Females. International Journal of Environmental Research and Public Health.19(33),1-16.
Kahn, E. B., Ramsey, L. T., Brownson, R. C., Heath, G. W., Howze, E. H., Powell, K. E., & Corso, P. (2002). The effectiveness of interventions to increase physical activity: A systematic review. American Journal of Preventive Medicine, 22(4), 73- 107.
Kamada, M., Kitayuguchi, J., Inoue, S., Ishikawa, Y., Nishiuchi, H., Okada, S., Shiwaku, K. (2013). A community-wide campaign to promote physical activity in middle-aged and elderly people: a cluster randomized controlled trial. International Journal of Behavioral Nutrition and Physical Activity, 10(1), 1 .
Karimi S, Javadi M, Jafarzadeh F. Economic burden and costs of chronic diseases in Iran and the world. Health Inform Manag. 2012;8(7):984-96. [Persian].
Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35(3) , 3-12.
Kotler, P., Roberto, N., & Lee, N. (2002). Social marketing: Improving the quality of life: Sage. (2002). Social marketing: Improving the quality of life. Sage.
Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing, 1, 54–72.
Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing, 1, 54–72.
Majzadeh. R., R. A., Shams. M., Shojaiezadeh. D., Montazeri. A. . (2010). Use of social marketing model to reduce hazardous driving behaviors in taxi drivers in Tehran. Journal of School of Public Health and Institute of Public Health Research,, 9(2), 21-40. [Persian]
Matsudo, V., Matsudo ,S., Andrade, D., Araujo, T., Andrade, E., de Oliveira, L. C., & Braggion, G. . (2002). Promotion of physical activity in a developing country: The Agita Sa˜o Paulo experience. . Public HealthNutrition, 5(1), 253– 261 . Ø Milanovi.
Mehdizadeh, R; Andam, R, (2014). Developing strategies of "Sport for All" in Iran Universities. Sport Management Studies, (6)22: 15-38. [Persian]
Mozaffari, A; Elahi, A; Abbasi, c; Ahadpour, Hand Rezaei, ZDevelopment strategies Iranian championship sports system. Journal of Sport Management Studies, 2012(13):33-48. [Persian]
Naderian, M.,Zolaktaf,V., Moshkelgosha, E.,(2009). Obstacles to women's sports participation and their relationship with motivation. Journal of Movement Sciences and Sports.1(13). 145-154. [Persian].
Newman, C. L., Howlett, E., & Burton, S. (2014). Implications of fast food restaurant concentration for preschool-aged childhood obesity. Journal of Business Research, 67(8), 1573-1580.
Pettigrew, S. (2015). Pleasure: An under-utilised ‘P’ in social marketing for healthy eating. Appetite, 104(1), 1-10.
Raymore, L., Godbey, G., Crawford, D., & von Eye (1993). Nature and process of leisure constraints: An empirical test. Leisure Sciences, 15, 99-113.
Rezaiependari. H., K. N. (2013). Application of social marketing approach in the field of health: case study. . Journal of Health Education and Health Promotion, 2(2), 109- 130. [Persian]
Russell, C & ,.Oakland, M. J. (2007). Nutrition education for older adults: The chef Charles club. . Journal of nutrition education and behavior 9(4), 223-234.
Salimi, M., Moslehi, L., Labbaf, A. (2021). Designing a model of cultural barriers for women's participation in leisure sport activities in sport recreation center. Journal of Strategic Sociological Studies in Sport, 1(1), 30-45.
Shahvali, J., Bahrami, H., (2022). Designing a Conscious Prediction System Based on Future Literacy: Social Constraints in Sport for All. Journal of Strategic Sociological Studies in Sport, 2(2), 26-34.
Saberi1, A., Bagheri, GH., KHabiri, M., Yazdani H. R., Alidoust ,E. (2018). Understanding the Process of Formation of Social Marketing for the Development of Sport for All. Research in educational sports, 15(2), 293-316.
Tan ,E. J., Tanner, E. K., Seeman, T. E., Xue, Q.-L., Rebok, G. W., Frick, K. D., McGill, S. . (2010). Marketing public health through older adult volunteering: experience corps as a social marketing intervention. American journal of public health,, 100(4), 7 . .226-32.
Wakewich P, Parker BF. Mapping research onwomen and health in northwestern Ontario: NationalNetwork on Environments and Women's Health;2002.
Weinreich Kline, N. (1999). Handson social marketing: . Thousand Oaks: Sage Publications.
Women’s Sports Foundation. Chasing Equity. 2022. Available online: https:// www.womenssportsfoundation.org/wp-content/ uploads/2020/01/Chasing-Equity-Full-Report-Web.pdf (accessed on 12 January 2022).
World Health Organization (WHO). 2021. Available online: https://www.who.int/health- topics/adolescent-health#tab=tab_1(accessed on 12 January 2022).