Analyzing Online Sports Media for Safe and Creative Youth Development in the Digital Age
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Abstract
This study aimed to (1) analyze the characteristics and content formats of online sports media popular among youth, (2) classify content safety and creativity based on the safe and creative media framework, and (3) evaluate its roles and developmental potential for youth in the digital society. Qualitative content analysis and documentary research were conducted on publicly available sports media published between October 2025 and March 2026, using a purposive sample of 200 items. Findings show that online sports media influences youth by functioning as a social space, an informal learning source, and a source of inspiration, encouraging access to information, athlete followership, community engagement, and participation in sports. However, unsafe content may lead to imitation of inappropriate behaviors. The media also has strong potential to promote physical activity, skill development, and positive values, particularly through training content and athletes’ life stories. Its impact depends on content appropriateness, media literacy, and adult guidance. Therefore, safe, age-appropriate, and creatively designed media is essential for sustainable youth development in the digital society.
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