The role of sports media in achieving cultural communication within Algerian society – a field study of a sample of the audience of Ain Defla regional radio.

Abstract

The media in modern society constitute excellent tools for spreading culture, and play a major role in selecting cultural content and cultural development events. Sports media is the process of disseminating sports news, information, and facts, and explaining the rules and laws of sports games and activities to the public with the intention of spreading sports culture among members of society and developing their sports awareness. Our research topic revolves around the role of sports media in achieving cultural communication within Algerian society - a field study of a sample of the audience of Ain Defla Regional Radio. Therefore, sports media is considered part of the journey of nations and a record full of sporting achievements and gains for countries and peoples through participation in local and international sporting activities. Sports journalism is a field for attracting audiences and is a comprehensive sports media product broadcast by various media outlets through supplements and daily pages, according to the publication schedule of the daily and weekly newspapers with a purely sports focus. Hence, there are daily radio programs that support sporting activity by highlighting it, because it is simply impossible to separate sporting activity from the spotlight, which is what creates a sports audience that appreciates the art of sports. Therefore, radio is considered a means of contemporary media in delivering the media message to listeners. It also plays a fundamental role in shaping public opinion by conveying the message between sender and receiver, as it achieves audience participation in programs by presenting their opinions, suggestions, and ideas to create a specific impact. This is what specialists and researchers interested in studying media and its functions have pointed out, foremost among them serving and achieving cultural communication. Talking about cultural communication suggests a deep overlap between culture and sports media, as communication is a movement that cannot be denied as a media behavior, and its mood The existence of this relationship with culture necessitates proving its validity. Sports media works to achieve cultural objectives through the presentation of new developments and educational sports programs. The research methodology was descriptive, and the research population consisted of the audience of the Ain Defla regional radio station, with the sample selected randomly. The research tool was a questionnaire specifically for the Ain Defla radio audience, comprising five sections: personal data; the audience's awareness of cultural communication and the extent to which the radio station focuses on providing sports programs in various fields that meet the audience's needs; the audience's engagement with the sports programs broadcast by the radio station; the audience's conviction in the sports media mechanisms adopted by the radio station to achieve cultural communication; and the extent to which sports media, through radio, achieves cultural communication within Algerian society. Based on the results and after statistical analysis, it was concluded that sports media plays an effective role in achieving cultural communication within Algerian society.