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Digital media to inspire and sustain sport participation in urban areas
This research looks to understand the role digital media plays to inspire and sustain sports participation and how digital media could be used as a socially inclusive tool. The study explores if strategically packaged digital media could be used in a socially inclusive way to increase or sustain spo...
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| Format: | Thesis |
| Language: | English |
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Graduate School of Business (GSB)
2021
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| _version_ | 1867614130146377728 |
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| access_status_str | Open Access |
| author | Rollinson, Benedict Douglas |
| author2 | Reyneke, Mignon |
| author_browse | Reyneke, Mignon Rollinson, Benedict Douglas |
| author_facet | Reyneke, Mignon Rollinson, Benedict Douglas |
| author_sort | Rollinson, Benedict Douglas |
| collection | Thesis |
| description | This research looks to understand the role digital media plays to inspire and sustain sports participation and how digital media could be used as a socially inclusive tool. The study explores if strategically packaged digital media could be used in a socially inclusive way to increase or sustain sports participation. This would address one of the problems facing sports organisations, as sports participation is decreasing or at least stagnating both in South Africa and on a global scale. This study followed an exploratory, inductive approach, using Self-determination Theory (SDT) developed by Deci and Ryan (1985) as a theoretical framework. The paper looks to understand what research has been done to understand how people are motivated to participate in sport and the proven theories that have been tested (Pelletier et al., 1995) to understand the role of intrinsic motivation has as a powerful indicator of intention. This study made use of a qualitative, cross-sectional design and data was collected through semi-structured interviews with active participants based in Langa, Cape Town. The findings of this study showed the participants regularly accessed digital media in a manner which strongly aligned with the literature and has been shown to increase intrinsic motivation, which leads to action. The findings further show that sports media can be used as a tool for social inclusion, despite the participants socio-economic status they regularly accessed online sports content for motivational and learning purposes. Based on the findings of this research, sports organisations need to consider digital media as a viable and socially inclusive way to sustain or even increase sports participation. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/33007 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:47:08.878Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | Graduate School of Business (GSB) |
| publisherStr | Graduate School of Business (GSB) |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/33007 Digital media to inspire and sustain sport participation in urban areas Rollinson, Benedict Douglas Reyneke, Mignon Inclusive Innovation This research looks to understand the role digital media plays to inspire and sustain sports participation and how digital media could be used as a socially inclusive tool. The study explores if strategically packaged digital media could be used in a socially inclusive way to increase or sustain sports participation. This would address one of the problems facing sports organisations, as sports participation is decreasing or at least stagnating both in South Africa and on a global scale. This study followed an exploratory, inductive approach, using Self-determination Theory (SDT) developed by Deci and Ryan (1985) as a theoretical framework. The paper looks to understand what research has been done to understand how people are motivated to participate in sport and the proven theories that have been tested (Pelletier et al., 1995) to understand the role of intrinsic motivation has as a powerful indicator of intention. This study made use of a qualitative, cross-sectional design and data was collected through semi-structured interviews with active participants based in Langa, Cape Town. The findings of this study showed the participants regularly accessed digital media in a manner which strongly aligned with the literature and has been shown to increase intrinsic motivation, which leads to action. The findings further show that sports media can be used as a tool for social inclusion, despite the participants socio-economic status they regularly accessed online sports content for motivational and learning purposes. Based on the findings of this research, sports organisations need to consider digital media as a viable and socially inclusive way to sustain or even increase sports participation. 2021-02-26T09:02:37Z 2021-02-26T09:02:37Z 2020 2021-02-26T06:10:17Z Master Thesis Masters MPhil http://hdl.handle.net/11427/33007 eng application/pdf Graduate School of Business (GSB) Faculty of Commerce |
| spellingShingle | Inclusive Innovation Rollinson, Benedict Douglas Digital media to inspire and sustain sport participation in urban areas |
| thesis_degree_str | Master's |
| title | Digital media to inspire and sustain sport participation in urban areas |
| title_full | Digital media to inspire and sustain sport participation in urban areas |
| title_fullStr | Digital media to inspire and sustain sport participation in urban areas |
| title_full_unstemmed | Digital media to inspire and sustain sport participation in urban areas |
| title_short | Digital media to inspire and sustain sport participation in urban areas |
| title_sort | digital media to inspire and sustain sport participation in urban areas |
| topic | Inclusive Innovation |
| url | http://hdl.handle.net/11427/33007 |
| work_keys_str_mv | AT rollinsonbenedictdouglas digitalmediatoinspireandsustainsportparticipationinurbanareas |