The role of media nutrition in the marketing mix of judo schools for the visually impaired in Egyptian clubs

Abstract

The media is a vital necessity in any modern society. Media outlets, in their essence, are tools for raising awareness and disseminating information, regardless of their diverse forms and circumstances. They all fall under the umbrella of what we can call the cultural media for ideas and experiences. Whether primitive or sophisticated, this medium is the primary driver of dissemination and exposure. Without it, societies would close their doors, with each group living in isolation from the others. As society becomes more complex due to technological advancements, the media becomes increasingly important and essential. The media in any society is responsible for formulating, publishing, and distributing news, information, ideas, and opinions. Consequently, it becomes one of the most effective tools in any society for changing values ​​and attitudes, promoting and reinforcing positive behaviors, and marginalizing negative ones. Therefore, governments, public and private institutions, civil society organizations, associations, and bodies related to society and its various segments rely on mass media (radio, television, cinema, print media, newspapers, and magazines) to reach their target audiences and achieve their desired goals. (8:383) Sports media is considered one of the latest developments on the Internet, which was accompanied by the emergence of many technologies in general. Many Internet experts indicate that sports media represents a great leap for communication through the World Wide Web in a much more interactive way than before, when communication was limited to sharing very small amounts of information and greater control by data managers. (25) The importance of sports media is evident in its ability to deliver data and information in the form of messages to a large and diverse audience base with different orientations and opinions. It also has the ability to change behavioral patterns and is one of the main foundations in any media apparatus, as sports have become an important social and cultural phenomenon in modern societies (1-365). Khair Al-Din Awais, Ata Abdul Rahim (1998) adds that sports media of all kinds, from sports journalism and sports programs to radio and television sports programs, have a great influence on preparing public opinion to accept or reject decisions issued by any sports body or institution (9:24). Marketing is an activity that permeates our daily lives. It is present in all the products and services that we consume, whether the goal behind them is profit or not. It is not limited to companies that provide products, but also includes bodies that provide services, such as social and sports clubs, universities, and others (10:18). The marketing mix consists of four elements. The first is the product, which is the element around which all other elements of the marketing mix revolve. It is a set of tangible and intangible things that are offered in the market. The second element is pricing, which is the way of expressing the benefits that the good or service achieves. The third element is distribution, which represents half of the marketing and is carried out through the various media channels. Finally, promotion is providing the public with information and advantages related to the activity or product (7:130-137). Among the fields of sports marketing are the marketing of players (professionalism), the marketing of preparation and training programs, sports nutrition, sports equipment technology, sports facilities, fitness and health supplies, and the manufacture of sports engines such as cars, motorcycles, and boats (18:12). Alia Abdel-Nem Hegazi and Hassan Ahmed Al-Shafei (2009) add that sports marketing methods take two forms that are greatly overlapping and sometimes cannot be separated. The first form is marketing with sports, in which sports are a tool and means for the organization, such as advertising and the use of logos. The second form is marketing in sports, such as marketing players, tournaments, and sportswear (35:14). To achieve success for sports marketing methods, we must lay foundations for them, and this is what Aitken and Stotlor & Pitts achieved, as they described the basics of sports marketing, which were represented in the sports business being based on the existence of a major market, theories of sports marketing, a product of the sports industry, sports pricing strategies, sports distribution policies, sports marketing approaches, sports media, and permits and licenses for the sports industry (20:6). People with disabilities are a human resource for society, and it is incumbent upon society to provide them with the necessary support and assistance so that they can contribute to its development and play an active and positive role in its progress. Every individual perceives themselves in a certain way; some see themselves as inferior to others, and this is reflected in their behavior, leading them to act with less enthusiasm and openness towards others. Others, however, have a healthy sense of self-worth, which is also reflected in their behavior towards others, resulting in better interactions. Where do people with disabilities stand in the media? This is perhaps the central question in the relationship between media institutions and people with disabilities. It is followed by another question: Is there media specifically dedicated to this segment of society, whose numbers, according to statistics, are growing? They are estimated at ten percent, or more than 650 million people, of the world's population, as indicated by United Nations statistics. This constitutes the largest minority in the world. Eighty percent of them live in developing societies. (13) In a study by Loren Kessler, this relationship between the media and groups and minorities in society was examined. Kessler identified three types of journalism and alternative media that explain this relationship: (1) the exclusion model, meaning that mainstream media exclude any coverage or reference to the subject of this group of society; (2) the selective model, meaning that the media deliberately selects certain aspects of the group's concerns, usually focusing on events such as demonstrations and protests by these groups while intentionally marginalizing the issues adopted by these groups; and (3) the stereotypical model, meaning that coverage of these groups does occur, but it is within the framework of the usual stereotypical coverage, which