Abstract
The ability of mass media to guide public attention has been known throughout history, and it has become much more important in the digital age when information is abundant. This era has also created many new opportunities for information distribution outside the traditional media, allowing media professionals and a wide spectrum of others to spread mass messages. All of this has impacted sports and physical activity, increasing the importance of media in this section of society in various ways. The purpose of this study was to see how different actors (parents, teachers, coaches) with varying daily routines (depending on their career) gather information regarding the value and impacts of physical activity, as well as whether it is important to them at all. The role of mass media is also assessed in disseminating information on these topics compared to other potential sources, such as conversations with friends, sports coaches, and doctors. The research was conducted in September 2022 as part of the „Promoting Green Strategies in Sport, ERASMUS Sport+“ initiative. It included participants from Serbia, Belgium, and Bulgaria. Based on the findings, it can be concluded that respondents primarily obtain information from socialnetworks, friends, and doctors, which can serve as a guideline for the future development of communication channels about the importance and effects of physical activity.
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