Authors
1
PhD in Sport Management, Shomal University, Amol
2
Professor of University Of Tehran
3
Professor of University Of Guilan
,
Document Type : Research Paper
Abstract
Objective: The purpose of current study was to develop a pattern of women’s conceptual thinking about corporal aesthetic in sport clubs.
Methodology: It was qualitative research based on Grounded Theory. To collect data, semi-structured interview was used. Data was analyzed through Grounded Theory (Strauss and Corbin 1998 Approach) and presented in term of paradigm. Sampling was based on theoretical one and purposive (judgment) and snowball (chain) techniques were considered. To this end, we interviewed with 50 customers of sport clubs in Tehran.
Results: Results showed that marriage opportunity, relationship with opposite sex, determinism, attracting attention in virtual space, social changes in erotic capital, fashionism and generation gap were recognized as causal conditions. Intervention conditions were role strain, social comparison, social tagging phobia and awareness of others’ judgment. Emotion suppression, media and simulation of others were found as context conditions. Women’s covering management, extracting people’s opinion and behavioral expression were strategies. Ethical and cultural consequences, mental aspect, and socioeconomic consequences were all the consequences. Finally, individual achievement, appearance beauty, attracting attention in social environments were the main phenomena.
Conclusion: Among women, the dominant culture of body image is based on fashion and media where the commercializing and consumerism are the core of body concept. According to results, it is proposed to reconsider the components to develop women’s conceptual thinking about corporal aesthetic through view of health orientation.
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