The Relationship between Team Identity and Media Consumption in Iranian Ethnic Groups

The aim of this study was to investigate the relationship between the identity of national teams and media consumption in Iranian ethnic groups. The study was descriptiveanalytical and the statistical population consisted of those fans of Iran national teams who were students of University of Tehran and belonged to three ethnic groups of Fars, Azeri and Kurd (N=548). Descriptive statistics (mean, SD, frequency and percentage of frequency), inferential statistics (K-S, Pearson correlation coefficient and Friedman test) and SPSS software were used to analyze data and Amos software was used to determine confirmatory factor loading. The standard questionnaire by James and Heere (2007) (used in many researches such as Bogdanov, 2011) was used to collect data. The components of team identity included public evaluation, personal evaluation, interconnection, Sense of interdependence, Involvement and awareness; the components of media consumption included TV consumption, internet, press, weblogs, modern media and radio. The results showed a moderate relationship between team identity and media consumption in ethnic groups. Also, subjects occupied an appropriate place in public evaluation, personal evaluation and awareness and had a low level in Interconnection with national teams, Sense of interdependence. The priorities of media consumption in most subjects were internet, TV, weblogs and modern media.

Team Identity, Media Consumption, National Team, Fan, Iranian Ethnic Groups.