ارائه راهکارهای ارتقای بهزیستی مصرف رسانه ورزشی و پیامدهای رفتاری و روان‌شناختی آن در هواداران فوتبال ایران

This study aimed to develop strategies for enhancing sports media consumption well-being and to investigate its behavioral and psychological consequences among Iranian football fans. The current study was conducted using a qualitative-exploratory approach, utilizing thematic analysis through semi-structured interviews with experts in the fields of media, sports communication, and football management. Data analysis was performed using MAXQDA 2024 software, resulting in the identification of 312 initial statements with a total frequency of 742 instances. These were categorized into 11 macro-strategies for enhancing media well-being and 20 consequential concepts across five main categories. The findings indicated that strategies such as strengthening fans' media literacy, managing online fan emotions, producing ethically-oriented content, improving media-fan interaction, developing healthy media platforms, and active participation of clubs in media guidance play a decisive role in enhancing the experience of media consumption well-being. Furthermore, related consequences were identified, including improving fans' mental health, reinforcing a responsible fan culture, enhancing the quality of the media consumption experience, improving social interactions, and modifying media-related behaviors. The results of the research demonstrate that enhancing media well-being depends not solely on individual factors but requires structural, cultural, and communicative interventions at the level of media outlets, clubs, and the fan community. Operationalizing these findings demands the active intervention of digital platforms in the intelligent filtering of degrading comments, obligating the media to comply with ethical standards in headline generation, and the formal participation of clubs in producing calming content following defeats, so as to tangibly pave the way for mitigating online aggression and improving the mental health of the fan community.