The role of print media in spreading the culture of professionalism in Algerian football

Abstract

The media is linked to various fields, including politics, economics, culture, society, and sports. It constantly strives, through its diverse platforms, to bring about numerous intellectual and cultural changes within the societies it serves, aiming to elevate them to higher levels. This is achieved by influencing individual behavior. According to many media researchers, media influence is defined as "any change, renewal, or modification of an individual's behavior within their social environment that is brought about by a media outlet." Print media is considered one of the first media to exert various influences on the public, modifying behaviors that threaten the future of many individuals who are isolated from their surroundings. It also disseminates culture in various fields, most notably sports culture, and encourages its advancement within society. The emergence of independent newspapers dates back to the 1990s, coinciding with the political and media pluralism that Algeria experienced. Freedom of expression for print media became crucial in disseminating diverse values ​​and cultures to serve the community. Therefore, print media has played a significant role in introducing numerous changes to the field of sports and various athletic disciplines, particularly Algerian football, which has recently embraced professionalism and become a major player in the sport. This event has occurred many times, but in a society where much awareness among sports fans is lacking, many Algerian newspapers have mobilized their journalists, along with targeted advertising, to disseminate diverse cultures that elevate this audience to higher levels. All of this contributes to the success of Algerian sports and to representing the country in the best possible light. Our study focuses on highlighting the true role played by the print media, specifically the daily newspaper El Khabar, in promoting a culture of professionalism in Algerian football, aiming to raise the level of sports to the highest standards. In this study, we adopted a descriptive methodology, specifically content analysis of selected issues of the chosen newspaper, and also used other data collection tools such as interviews and questionnaires. Ultimately, one of the most important principles that the print media must uphold in service of the public good is the promotion of a culture of professionalism in the world of sports. Therefore, we pose the following question: What is the role of the print media in promoting a culture of professionalism in Algerian football?