The Role of Digital Sports Media and Social Networks in Shaping Sports Culture Among Preparatory School Students in Baquba District

Abstract

        Given the widespread use of digital sports media via social networking sites among students, a need has emerged to examine the extent to which these media shape their sports culture; indeed, the increased exposure of students to digital sports content is not accompanied by sufficient clarity regarding the nature of this impact or the extent to which it fosters sports-related knowledg, values, and positive behaviors.

This research aims at identifying the role of digital sports media on social networks in shaping sports culture among preparatory school students in Baquba District. It also seeks to determine the level of student use of these media, the nature of the sports content they are exposed to, and the extent to which these media contribute to strengthening their sports values ​​and behaviors. The research is based on the following main hypothesis: Digital sports media on social networks are statistically significant in shaping sports culture among preparatory school students in Baquba District.

The research community consisted of all preparatory school students in Baquba district. The research sample comprised 200 students selected randomly from the fourth, fifth, and sixth grades. The researcher builds a questionnaire as a primary data collection tool. The questionnaire includes sections related to the use of digital sports media, the nature of sports content, and the students' level of sports culture. Statistical methods included: the arithmetic mean, standard deviation, percentage, t-test, Pearson correlation coefficient, Cronbach's alpha coefficient, and simple linear regression analysis using SPSS software.

The results show that students possess a high level of digital sports media usage, with Facebook being the most frequently used platform. Sports news content was also found to be the most followed compared to educational and health-related content. The results confirmed a good level of sports culture among the students, with a significant impact of digital sports media on shaping this literacy, explaining 46% of the variation in the level of sports culture. The research concluded that digital sports media effectively contributes to enhancing sports culture among students, particularly in terms of values ​​and knowledge, while acknowledging the need to develop educational and health-related content.

The research recommends strengthening educational sports content on social media networks, activating the role of educational institutions in guiding students' use of digital media. That leads to reducing manifestations of sports fanaticism and enhancing partnerships between media and educational institutions.

The researcher also suggests conducting comparative studies between digital and traditional sports media, examining the impact of digital media on negative sports behavior, and studying the role of families and schools in guiding students' media use.