نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه جامعهشناسی ، دانشگاه آزاد اسلامی واحددهاقان. ایران
2 دانشیار گروه جامعه شناسی واحد شهر قدس، دانشگاه آزاد اسلامی، تهران، ایران
3 استادیار گروه جامعه شناسی واحد زاهدان، دانشگاه آازد اسلامی، زاهدان، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
This study aimed to examine the factors influencing the identity formation of male bodybuilders and the role of consumer culture in this process in the city of Kerman. A mixed-methods approach (qualitative and quantitative) was employed. The qualitative phase was conducted using the classical grounded theory method, with 25 semi-structured interviews carried out until theoretical saturation was reached. The quantitative phase was designed using a descriptive-analytical method, with 385 questionnaires distributed through simple random sampling. The statistical population included active male bodybuilders (with a minimum of six months of experience) in Kerman gyms.Qualitative findings revealed that identity formation is shaped by factors such as economic constraints, social pressures, cultural norms, media advertising, gender, technology, and psychological needs. Athletes engage in creative consumption and personal efforts to achieve distinction and social acceptance. Quantitative analysis using multiple regression (R² = 0.67) confirmed that media factors (β = 0.351) and economic factors (β = 0.301) had the strongest impact.The results suggest that consumerism in bodybuilding is a multilayered process influenced by socio-cultural structures. With smart policy-making—such as the use of technology, education, and targeted advertising—it can be directed toward healthier behavioral patterns.
کلیدواژهها [English]
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