The Impact of Cultural and Social Outcomes of Women's Presence in Stadiums on Women's Sports Participation, Mediated by Social Support

Jafarzaheh, Nastaran; Shafiee, Shahram; Brakhas, Hossein

doi:10.22089/rws.2025.18263.1075

The Impact of Cultural and Social Outcomes of Women's Presence in Stadiums on Women's Sports Participation, Mediated by Social Support

Document Type : Original Article

Authors

nastaran jafarzaheh ¹

shahram shafiee ¹

Hossein Brakhas ²

¹ Department of Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran

² PhD in Sports Management, Faculty of Physical Education and Sport Sciences, University of Guilan, Rasht, Iran

https://doi.org/10.22089/rws.2025.18263.1075

Abstract

Background and Purpose
The presence of women in stadiums across Iran represents far more than a practical issue of access; it has evolved into a complex socio-cultural phenomenon with widespread implications for societal transformation. As increasingly visible spectators, women challenge traditional gender norms, catalyzing shifts toward greater gender equality, social cohesion, and cultural development. This phenomenon not only elevates the cultural literacy of spectators but also contributes to reducing social disorders, fostering social support, and increasing women’s participation in sports and media culture.
When media outlets expand coverage of women’s sports events, they play a pivotal role in constructing a positive, empowering perception of women in sport, ultimately enhancing women’s motivation to engage actively. Such media representation acts as a catalyst within the digital age, where social media can substantially influence public opinion and mobilize support for women’s sports on a global scale. The potential for this media-driven movement to transcend national borders underscores a critical socio-cultural evolution, with implications for gender equity worldwide.
Nevertheless, the integration of women into stadium environments in Iran is encumbered by numerous cultural and social challenges—boundaries deeply rooted in gender norms, access restrictions, and sometimes inhospitable atmospheres that diminish the quality of women’s experiences. These barriers, while obstructing full participation, reflect broader societal attitudes that influence women’s sports engagement beyond the stadiums, hindering their social and athletic development.
Addressing these obstructive factors necessitates a comprehensive understanding of the mechanisms linking spectators' experiences in stadiums with women's overall sports participation trajectories. To this end, applying social support theory provides a valuable lens. This framework emphasizes the mediating role of support from family, peers, institutions, and society at large in facilitating women’s engagement in sports activities.
Failure to recognize and nurture these dimensions risks perpetuating the systemic deprivation of women’s rights in sports—both at the social and individual levels. Consequently, this research seeks to examine the impact of the cultural and social outcomes arising from women’s presence in stadiums on their sports participation, with a particular focus on the mediating influence of social support mechanisms.

Methods
This study employed a descriptive-correlational design rooted in structural equation modeling (SEM). The target population comprised female spectators of football matches, selected via purposive and convenience sampling techniques considering accessibility constraints.
Data collection involved administering structured questionnaires both in person and electronically, leveraging validated scales in this field. The instruments measured: (1) cultural consequences and social consequences, adapted from Farahani et al. (2019); (2) perceived social support, derived from Phillips (1986); and (3) level of sports participation, based on Razavi et al. (2018). Content validity was established through expert panel evaluation, achieving high CVI/CVR scores, and reliability analysis via pilot testing (n=30) resulted in an alpha coefficient of 0.77.
The research conformed to established psychometric standards, with confirmatory factor analysis confirming convergent and discriminant validity, and normality verified through skewness and kurtosis indices within acceptable limits. Data analysis proceeded via SEM using SmartPLS software, applying path analysis to examine hypothesized relationships.

Results
The demographic profile revealed that 55.3% of respondents held a bachelor’s degree, with an age range predominantly between 21-30 years (74.9%). The majority of participants (40.2%) reported between 1 and 5 years of sports-related experience.
The descriptive data indicated that the highest mean score among variables was in sports participation (mean=4.01, SD=0.87), particularly in physical fitness dimensions (mean=4.23). The factor analysis substantiated that social support was significantly rooted in significant others (loading=0.91), family (0.85), and friends (0.71).
Path analysis revealed that the cultural consequences (β=0.31) and social consequences (β=0.39) exerted significant positive effects on sports participation. Simultaneously, both cultural (β=0.29) and social (β=0.67) consequences markedly influenced perceived social support. Importantly, social support demonstrated a strong positive effect (β=0.59) on sports participation, confirming its mediatory role. Bootstrap tests confirmed that the indirect effects of cultural and social consequences on sports participation via social support were statistically significant (p<0.01).

Discussion
The findings underscore that women’s participation in stadiums exerts a profound influence on societal perceptions and cultural norms related to gender roles in Iran. These attendance patterns serve as catalysts for reducing stereotypical beliefs and fostering an inclusive sporting environment. The mediating influence of social support — encompassing familial encouragement, peer acceptance, and institutional backing — functions not solely as a facilitator but as a driver itself, amplifying the impact of cultural and social shifts.
This dynamic aligns with broader literature suggesting that social support significantly enhances women’s sports engagement. The phenomenon aligns with Vygotsky’s sociocultural perspective, asserting that social interaction and support are critical in fostering cognitive and social development. Consequently, strategic interventions aimed at strengthening social support networks are imperative, encompassing education, policy reforms, and media campaigns.
This study’s implications extend to policymakers and sports administrators. Emphasizing the development of supportive environments—through policy changes, infrastructural improvement, and advocacy—can catalyze a cultural shift that normalizes women’s presence at sports venues, fostering greater participation and societal acceptance.

Results of the research conceptual model

Results

T-value

Path coefficient

Relationships between the main variables

meaningful

2.72

0.29

Cultural implications --> social support

meaningful

4.64

0.67

Social consequences --> social support

meaningful

11.34

0.59

Social support --> Sports participation

meaningful

4.10

0.31

Cultural consequences --> Sports participation

meaningful

4.59

0.39

Social consequences --> Sports participation

Mediator hypothesis

meaningful

2.55

0.17

Cultural consequences --> social support --> sports participation

meaningful

2.64

0.19

Social consequences --> Social support --> Sports participation

Conclusion
The research demonstrates that the cultural and social effects stemming from women’s presence in stadiums positively influence their sports participation, with social support serving as a crucial mediating factor. It emphasizes that without targeted efforts to embed supportive structures within familial, institutional, and societal layers, these shifts risk being superficial and temporary.
Therefore, a multifaceted approach—combining policy reforms, community engagement, media advocacy, and infrastructural investments—is vital to revolutionize women’s sports participation in Iran. These efforts must foster a culture where women can freely and safely participate, thus securing sustainable progress in gender equity within sports.

Keywords: Cultural and Social Outcomes, Social Support, Sports Participation, Women’s Engagement, Stadium Attendance.

Article Message
This study underscores that increasing women's attendance at stadiums is not merely an activity but a powerful catalyst for societal transformation. It fosters cultural change, redefines social norms, and establishes a foundation for gender equality in sports. Social support functions as both a facilitator and an accelerant, transforming attendance into a systemic movement toward social inclusion and empowerment. For deep, lasting change, comprehensive strategies involving policy, media, community, and institutional efforts are necessary to embed these shifts into the fabric of society.
Ethical Considerations
The study was conducted in strict accordance with ethical guidelines, ensuring participant confidentiality, informed consent, and transparent reporting. No ethical violations occurred during the research process.

Authors’ Contributions
Corresponding Author: Dr. Shahram Shafiei
Contributions include: ideation (100%), Data Collection (20%), Data Analysis (40%), Writing – Review (50%) and Editing (40%), and Project Administration (70%).
Second Author: Seyedeh Zahra Mirzamani
Contributions include: Data Collection (80%), Data Analysis (60%), Writing – Original Draft (70%), Review (50%) and Editing (60%), and Literature Review ((100%)
Acknowledgments
The authors honor all individuals whose participation and support made this research possible and thank the scholarly community for their valuable insights.

Keywords

Cultural and Social Outcomes

Social Support

Sports Participation

Women&‌rsquo؛ s Engagement

Stadium Attendance

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