zahra mirhosseini; Narges Mojtahedi
Abstract
IntroductionIn recent years, the issue of second-time childbearing has emerged as one of the most prominent topics within the domain of population policy, particularly in Iran—a country experiencing a significant decline in its population growth rate. Iran has been facing the phenomenon of below-replacement ...
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IntroductionIn recent years, the issue of second-time childbearing has emerged as one of the most prominent topics within the domain of population policy, particularly in Iran—a country experiencing a significant decline in its population growth rate. Iran has been facing the phenomenon of below-replacement fertility over the past decade, with the total fertility rate dropping to approximately 1.8 children per woman in the early 2000s. Although there was a slight increase in this rate in 2011, it declined again to nearly 1.7 by 2016. Considering the traditional and religious cultural context of Iran, where childbearing is considered one of the essential goals of marriage and family formation, this decreasing trend is a matter of serious concern, especially regarding the birth of second and subsequent children.According to numerous studies, such a trend leads to an increase in the aging population, which may pose severe long-term challenges for the country. Alongside population aging, the declining fertility trend threatens national development in terms of both human capital and economic sustainability. Research also indicates that Iranian lifestyles have been significantly influenced by modernization, leading to changes such as increased educational attainment among women, rising levels of social participation, wider access to contraceptives, changing values, individualistic orientations, and shifting social attitudes—all of which have collectively contributed to the reduction in fertility rates.Furthermore, research in the field of public health and well-being points to other influential factors that reduce the desire for childbearing. These include access to and satisfaction with maternal and reproductive health services, awareness of reproductive health, the age of spouses, timing of marriage and first childbirth, the gender composition of existing children, place of birth and residence, and the use of family planning methods. Therefore, the decreasing inclination toward childbearing—especially regarding having a second child—constitutes a complex and multifaceted social phenomenon. In order to design and implement effective population policies and interventions, it is essential to explore and understand the barriers and challenges that women face in their reproductive decision-making.This study employs a qualitative research design and in-depth semi-structured interviews to examine the experiences and perspectives of married women living in Tehran who have at least one child. The findings offer valuable insights for social policymakers and planners who aim to address the current fertility challenges in Iran.MethodologyThe research adopted a qualitative approach and collected data through semi-structured, in-depth interviews with 18 married women aged between 25 and 38 years, all of whom had at least one child. Data collection was carried out by disseminating open calls in various online platforms and virtual groups. Women who were interested in participating responded voluntarily and were recruited based on their willingness and informed consent. To ensure adherence to ethical standards, participants were provided with clear explanations about the purpose, nature, and confidentiality of the research before consenting to be interviewed.A purposive sampling strategy with maximum variation was used to capture diverse perspectives. Accordingly, participants included working women, homemakers, and university students from different educational backgrounds and residential areas across Tehran. Thematic analysis was employed to analyze the interview data, which allowed for the identification of recurring themes and the extraction of main categories and subcategories from the participants' narratives.Findingsultimately categorized into four main themes: “financial and livelihood concerns,” “attitudinal conflict toward childbearing,” “transformation in parental responsibility patterns,” and “health and fertility.” These encompassed twelve subthemes: “economic instability and household livelihood crisis,” “concerns about securing stable employment,” “quality and costs of child-rearing,” “childbearing under the dominance of consumerism, welfarism, and virtual networks,” “the de-identification of motherhood and cultural judgment against large families,” “existential nihilism and pessimism toward human birth,” “distrust in educational and training institutions,” “the influence of digital and social media among family members,” “unsupported motherhood,” “individualized parenting,” “infertility and inequality in access to effective treatment,” “medical costs during pregnancy and structural deficiencies in insurance systems,” and “psychological erosion of parents due to role conflicts.”The findings indicate that one of the key barriers to childbearing, as reported by interviewees, is the “transformation in parental responsibility patterns,” which includes the two subthemes of “individualized parenting” and “unsupported motherhood.” This transformation essentially refers to changes in parenting models and the acceptance of familial and supportive responsibilities—particularly toward children—that have made the decision-making process regarding childbearing more difficult for couples, especially women.Another major barrier to childbearing is “financial and livelihood concerns,” with most interviewees pointing to economic difficulties and financial worries directly related to the prospect of having more children.In addition to these, one of the most significant barriers to childbearing is the “attitudinal conflict toward childbearing,” comprising four subthemes: “existential nihilism and pessimism toward human birth,” “distrust in educational and training institutions,” “childbearing under the dominance of consumerism, welfarism, and virtual networks,” and “the de-identification of motherhood and cultural judgment against large families.” In recent years, under the influence of shifting cultural and value systems, models of having only one child—or remaining childless—have become increasingly prevalent in contrast to traditional childbearing norms. According to the interviews, the one-child model is largely shaped by the dominance of consumerist ideologies, extreme welfarism, the proliferation of social media, and the promotion of individualistic lifestyles.Finally, the category of “health and fertility” emerged from the description and interpretation of women’s concerns regarding medical and reproductive health challenges. This includes three subthemes: “infertility and inequality in access to effective treatment,” “psychological erosion of parents due to role conflicts,” and “medical costs during pregnancy and structural deficiencies in insurance systems.” Many women expressed dissatisfaction with medical and healthcare services during pregnancy and the postpartum period, identifying this issue as a critical factor influencing couples' decisions to avoid childbearing—particularly with regard to having additional children.ConclusionThe findings suggest that decisions around additional childbearing are embedded in a web of interrelated personal, economic, social, and institutional factors. Financial hardship, evolving gender norms, societal values, insufficient support systems, and systemic weaknesses in health and welfare services have all contributed to a significant decline in the willingness to have more children, particularly a second child.Given the complexity of these challenges, the study recommends that policymakers adopt a multifaceted and responsive approach to population policy. This includes addressing families’ financial insecurities, improving access to comprehensive and affordable healthcare services, enhancing the quality and trustworthiness of educational institutions, and promoting shared familial responsibilities through legislation and public awareness campaigns. It is essential to foster a supportive social environment in which couples—especially women—feel empowered and equipped to make reproductive choices free from economic anxiety, social judgment, or institutional failure. Only through such integrative and empathetic strategies can sustainable population goals be achieved in a way that respects the lived realities of families.
Nayereh Ahmadi; Tooba Shakeri; Shohre Rowshani; Maryam Jamali
Abstract
Childbearing, which takes place within the framework of the family institution, is considered a vital component in the sustainability of the human population. In recent decades, structural changes in the family institution and the decline in the marriage rate have had a direct impact on the decline in ...
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Childbearing, which takes place within the framework of the family institution, is considered a vital component in the sustainability of the human population. In recent decades, structural changes in the family institution and the decline in the marriage rate have had a direct impact on the decline in fertility indicators. In this regard, the phenomenon of intentional abortion, as a mediating factor, plays an aggravating role in the decline in the population growth rate by affecting fertility decisions. Regardless of the demographic effects of abortion, this phenomenon is essentially considered an independent and debatable issue due to its conflict with the fundamental and inherent right to life. Therefore, even in the absence of a population crisis, intentional abortion continues to be a serious challenge. Given the prevalence of intentional abortion and its individual, family, and social consequences, a comprehensive study of the dimensions of this phenomenon can play a decisive role in managing this problem. Intentional abortion, as a multidimensional crisis, places women in a complex situation of psychological tensions, moral conflicts, and social pressures, which leads to the adoption of diverse coping strategies. Analyzing these strategies, by providing a deeper understanding of the process of women's intentional abortion, will pave the way for the provision of preventive policies and targeted interventions to reduce the decision to have an abortion. Accordingly, the present study aimed to identify women's strategies in facing the experience of intentional abortion.The present study was conducted with a qualitative approach and a descriptive phenomenological strategy. In-depth semi-structured interviews were used to collect data regarding the experience of intentional abortion and how people coped with this experience. The duration of the interviews ranged from 45 minutes to 120 minutes. After the 36th interview, no new codes were added; however, to ensure saturation of the categories and to maximize the characteristics and dimensions of the categories, the research process continued for 40 interviews. Data analysis in this study was conducted using the Claise seven-step method, and data collection and analysis were performed simultaneously.This study shows that women have different assessments of the situation when faced with the experience of intentional abortion and, under the influence of individual, family, social and cultural factors, use a combination of problem-focused, emotion-focused and avoidance coping strategies that are consistent with the theoretical models of Lazarus and Folkman (1984), Carver (1989) and Endler and Parker (1990). Problem-focused strategies are strategies that are actively and directly related to the issue of abortion. People who use problem-focused coping when faced with the tensions resulting from the experience of intentional abortion actively face the problem and address the situation, while trying to find a way to change the situation or avoid it in the future. In the present study, the strategy of “trying to change the situation and not having an abortion” with the aim of convincing the spouse or changing the situation in order to prevent an abortion represents active coping with the problem. The strategies of “reflecting on the existential nature of the fetus”, “reviewing the possibility of changing the circumstances and not committing an abortion”, and “evaluating the possibility of resisting the pressure of the spouse” under the category of “rethinking” refer to re-evaluating the situation in a positive way and are considered problem-oriented coping. The strategy of “seeking legitimacy” and the strategy of “compensatory actions”, which indicate the individual’s direct confrontation with the problem and not repeating the stressful situation in the future, are also problem-oriented coping. Emotion-oriented strategies include cognitive-behavioral efforts to reduce negative emotions and emotional turmoil. In this study, the strategies of “examining the difficulties leading to abortion” and “imagining the path of life in the event of the fetus being born” under the category of “rethinking”, “repentance and seeking forgiveness”, “blame”, “confession”, “justification”, “attribution to fate and external conditions” refer to efforts to reduce emotional inflammation and are considered emotion-oriented coping. Avoidance-based coping means not doing anything to deal with the problem and denying and ignoring the existence of any problem instead of dealing with the stressful situation at its root. In this study, the strategies of “hiding” and “cognitive avoidance” are types of avoidant coping. The combination of problem-based strategies such as “legitimacy seeking” and emotion-based strategies such as “blaming” shows that women struggle with resolving external conflicts and managing internal emotions at the same time.In another division, the strategies used can be divided into two categories: pre-abortion strategies and post-abortion strategies. Based on the findings, a significant number of participants considered the failure of contraception to be a failure and decided to have an intentional abortion in the face of an unplanned pregnancy. These people had convinced their spouses to have an abortion if they did not agree to it. This group of women, mainly due to fear of opposition from those around them, had kept their decision to have an abortion hidden from their loved ones by adopting a strategy of “hiding.” On the other hand, there were also cases where women, despite their personal desire to keep the fetus, had faced opposition from their spouses. This group of participants had resisted forced abortion by employing the strategy of “trying to change the circumstances and not having an abortion.”Another noteworthy point was the effort of some participants before the abortion, who had resorted to “seeking legitimacy” in order to reduce the guilt of their decision arising from the conflict between their decision and religious norms or to gain social support. In the post-abortion phase, the women were divided into two distinct groups by “rethinking” about the fetus, memories related to the abortion experience, and the circumstances leading to this decision. The first group, who had suffered from remorse, psychological turmoil, and feelings of guilt, mainly expressed regret for their decision and action. These individuals sought to heal the psychological damage caused by this experience by using the strategies of "confession" and "blame" through "repentance and seeking forgiveness" and performing "compensatory actions." In contrast, the second group, although they had suffered from mental distress and feelings of guilt, expressed no regret and evaluated their decision as the correct one in that particular situation. These individuals tried to maintain their psychological peace by using the strategies of "justification" and "attribution to fate and external circumstances" and considered the abortion to be inevitable in that particular context. In addition, a third group was identified who avoided any reflection and mental review of the abortion experience by adopting the strategies of "ignorance", "evading memories of the fetus due to belief in the correctness of the decision", and "suppressing memories of the abortion in order to reduce the guilt of conscience". Many participants used the strategy of "hiding" after the experience in order to escape social stigma and negative judgment from others.
Mohamad Abbas Zade; Bahman Ranjegargalekandy; Sahel Gasmi
Abstract
Detailed abstractIntroductionBody image is a complex concept that includes how individuals perceive, feel, and evaluate their physical appearance. This perception is influenced by a range of psychological, cultural, and social factors. In today’s world, where media, consumer culture, and Western ...
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Detailed abstractIntroductionBody image is a complex concept that includes how individuals perceive, feel, and evaluate their physical appearance. This perception is influenced by a range of psychological, cultural, and social factors. In today’s world, where media, consumer culture, and Western beauty standards are dominant, the body is not just a biological entity but a central aspect of personal and social identity. It becomes a site through which people express their values and gain social recognition. Within this context, women—and especially young, single women—experience intensified pressure to conform to idealized standards of beauty. They often find themselves balancing between personal acceptance and societal expectations that define attractiveness in narrow and often unrealistic terms. These gendered norms create psychological tension and can deeply affect their self-worth and emotional well-being. This study seeks to explore how single women understand, evaluate, and emotionally relate to their bodies. It aims to uncover the meanings they assign to their physical appearance and the social experiences that shape their body image. By focusing on the lived experiences of these women, the research provides insights into the social construction of body image and the everyday challenges women face in negotiating their sense of bodily self.MethodologyAdopting a qualitative research approach, this study utilized semi-structured interviews to delve into the innermost layers of women's experiences concerning their bodies. The participants comprised 20 single women from Tabriz, aged between 18 and 35, selected purposively based on demographic criteria such as age, education, employment status, and lived experiences of body dissatisfaction or acceptance. Tabriz was chosen as the research setting due to its unique position as a nexus of tradition and modernity, providing a rich context for analyzing the cultural, media, and ethnic influences on body image.Data analysis was conducted using thematic analysis, aiming to extract patterns and semantic themes from participants' narratives and experiences. The initial coding involved identifying core concepts, followed by comparative analysis to derive sub-themes and main themes from the data. The findings revealed a persistent tension and conflict in women's experiences with their bodies, rooted in their encounters with cultural, media, familial pressures, and prevailing beauty discourses.FindingsA prominent theme emerging from participants' narratives was the experience of beauty pressures exerted by media and society. Young women, especially those who are single, found themselves bombarded with images of idealized bodies, unrealistic beauty standards, and norms propagated through social media, advertisements, television programs, and even daily interactions. These involuntary and continuous comparisons often led to feelings of inadequacy, dissatisfaction with physical appearance, and diminished self-confidence. Some participants, particularly those who had experienced rejection in romantic relationships, familial judgment, or social invisibility, reported intensified dissatisfaction, sometimes resorting to cosmetic surgeries, strict dieting, or altering their dressing styles to conform to beauty norms.Contrasting this trend, another theme highlighted the redefinition of the body as a domain for agency and meaning reconstruction. Some women, especially those on a path of recovery from negative experiences, endeavored to focus on health, bodily functionality, acceptance of bodily differences, and reliance on intrinsic values, distancing themselves from the cycle of comparison and dissatisfaction. These body agents perceived the body as an integral part of personal identity, rather than a tool for attracting male attention or securing social approval. At this level, the body transformed from an object of external judgment to a space for introspection and personal control.Another significant theme was the role of singleness in amplifying bodily sensitivity and social anxiety. Participants acknowledged that being single exposed them more acutely to others' judgments. In a society where marriage remains a fundamental norm for women, single women often evaluated their bodies not only from an aesthetic perspective but also as instruments for attracting attention and potential entry into relationships. This perspective led to persistent anxiety about their bodies, efforts to align with expectations, and, in some cases, feelings of shame and self-blame.Additionally, the reflection of body image in social identity and self-concept was noteworthy. Many participants indicated that body image is an inseparable part of their social identity, playing a crucial role in shaping self-confidence, social participation, and even defining their position in daily interactions. In this sense, the body is not merely a biological element but a symbolic and identity-bearing entity through which individuals connect with the surrounding world. These findings can be interpreted through Bourdieu's theory of the body as cultural capital and feminist perspectives on the body as a field of power.Discussion and ConclusionFrom a theoretical standpoint, this study can be analyzed within the frameworks of sociological perspectives on the body, critical feminism, and contemporary reflexivity theories. According to Bourdieu's theory, the body serves as symbolic capital, reproduced through socialization processes and within fields of power. In this view, young women internalize beauty standards, adjusting their bodies to align with social expectations, often at the expense of suppressing personal desires and compromising mental health. Foucault's concept of "body surveillance and discipline" further elucidates how beauty and media discourses become tools for controlling women's bodies. These concepts are evident in participants' narratives, particularly in their experiences of constant observation, judgment, and anxiety stemming from body display.The study also reveals that women's encounters with body image are not solely psychological but are deeply rooted in social, cultural, and gendered structures. For instance, familial pressures to maintain beauty, concerns about delayed marriage, and the emphasis on appearance as a form of feminine capital underscore the intertwining of the body with patriarchal discourses prevalent in society. Nevertheless, instances of resistance, value reassessment, and movement towards body acceptance based on intrinsic criteria were evident in women's narratives, indicating the potential for individual agency against dominant social forces.In summary, body image among single women in Tabriz is a multifaceted phenomenon, intricately linked with social, cultural, economic, and psychological contexts. The body simultaneously serves as a site for reproducing social pressures and a field for resistance and meaning reconstruction. For women, particularly those who are single, the body becomes a measure of worth, social acceptance, and even cultural legitimacy, significantly impacting their mental health, self-concept, and identity. This study underscores the need to reconsider media, educational, and cultural policies regarding women's body representation, advocating for realistic portrayals, acceptance of bodily diversity, and empowering women to define their bodies independently.
Nazanin Behzadi; Jahangir Yadollahi Farsi; Abolghasem Arabiun
Abstract
Introduction:In recent years, women entrepreneurship has emerged as one of the growing phenomena in the global economy, playing a significant role in economic development, job creation, and poverty reduction. Despite these advancements, female entrepreneurs still face numerous challenges, such as limited ...
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Introduction:In recent years, women entrepreneurship has emerged as one of the growing phenomena in the global economy, playing a significant role in economic development, job creation, and poverty reduction. Despite these advancements, female entrepreneurs still face numerous challenges, such as limited access to capital, fewer networking opportunities, gender biases, and societal expectations. These challenges have created substantial barriers to the entrepreneurial success and personal growth of women. Despite the notable contribution of women to the economy, existing entrepreneurial frameworks are generally gender-neutral and fail to address the specific needs of female entrepreneurs adequately. Given the importance of gender equality as one of the United Nations Sustainable Development Goals, this study aims to design a comprehensive, theory-based framework for empowering women entrepreneurs and enhancing their professional success and personal growth. The proposed framework is specifically designed to address the unique challenges faced by female entrepreneurs and pave the way for personal excellence and business success.Methodology:This research is developmental - applied and adopts a qualitative approach. To explore the lived experiences of female entrepreneurs in-depth, narrative inquiry was employed. Data were collected through semi-structured interviews with eight Iranian female entrepreneurs, and the narratives were analyzed to extract concepts and patterns related to entrepreneurial success and personal growth. The data analysis process followed three stages: open, axial, and selective coding, using MAXQDA software. To ensure the validity and reliability of the data, the interview protocol was revised based on expert feedback, and the inter-rater reliability coefficient for the coding process was 0.77, indicating acceptable reliability. Participants were selected purposefully, and the interviews continued until theoretical saturation was reached. Ultimately the theoretical framework was developed by integrating the main and sub - categories.Findings:Based on the qualitative analysis of the semi-structured interviews and using open, axial, and selective coding, a conceptual framework was developed to explain entrepreneurial success and personal growth among Iranian women entrepreneurs. The findings led to the identification of six main categories. The first category, "Personal Skills and Abilities," includes four subcategories: cognitive skills (creative thinking, problem-solving, decision-making, strategic thinking, and continuous learning), communication skills (negotiation, effective customer communication, leadership, and team-building), personality traits (self-confidence, perseverance, patience, flexibility, responsibility, resilience, motivation, and the ability to balance work and life), and management skills (time management, crisis management, delegation, prioritization, and financial management). The second category, "Business Success," focuses on two essential dimensions: innovation and creativity (including innovative idea generation and continuous creative development) and business management (including financial management, the use of modern technologies, and network expansion). The third category, "Personal Growth and Excellence," refers to factors such as strengthening individual mindsets and beliefs, setting clear boundaries between work and personal life, adapting to environmental changes, and maintaining mental and physical well-being. The fourth category, "Factors Affecting Entrepreneurial Success and Personal Growth," is classified into two levels: environmental factors (access to financial resources, technology, networks, entrepreneurial culture, technical infrastructure, family and community support, legal support, and government support) and individual factors (risk-taking, passion for work, and building strong teams). The fifth category, "Outcomes of Entrepreneurial Success and Personal Growth," is identified at three levels: individual (increased self-esteem and self-confidence, improved quality of life, enhanced creativity and innovation, and strengthened leadership skills), organizational (growth and development of the business, product and service portfolio expansion, and market share increase), and social (economic growth, sustainable job creation, social development, local production, and export expansion). Finally, the sixth category, "Intervening Conditions," includes technological changes, environmental crises (such as the COVID-19 pandemic), regulatory transformations, social and cultural factors, market competition, and societal attitudes, which can act as facilitating or hindering factors in the process of entrepreneurial success and personal growth. The conceptual framework developed in this study provides a comprehensive, dynamic, and multidimensional view of various aspects of entrepreneurial success and personal growth among female entrepreneurs, and it can serve as a foundation for future studies, the development of supportive policies, and the design of programs to enhance women’s entrepreneurship.ConclusionThis study aimed to design a framework for entrepreneurial success and personal growth among female entrepreneurs. The findings revealed that the success of female entrepreneurs depends not only on their personal skills but also on a range of environmental and supportive factors. This research emphasizes the importance of personal skills, including cognitive, communication, personality, and management skills, highlighting that these skills, especially in combination with personality traits like self-confidence and perseverance, play a key role in the success of female entrepreneurs. Additionally, environmental factors such as access to financial resources, legal and governmental support, and access to modern technologies significantly influence the success of women-owned businesses. The findings also underscore the importance of social and familial support in women’s entrepreneurial success, particularly in societies where social and cultural barriers exist for women. This study specifically analyzed the complex interactions between individual and environmental factors, showing that the success of women entrepreneurship is an interactive process where various factors simultaneously influence one another. Therefore, designing a comprehensive framework for entrepreneurial success and personal growth can serve as a vital tool for policymakers, consultants, and the entrepreneurs themselves. This framework not only identifies the needs and challenges faced by female entrepreneurs but also offers practical solutions to overcome these challenges and facilitate their success. Especially in societies where women face cultural, economic, and social barriers, this framework could provide strategies for improving business conditions and strengthening supportive environments. However, the study has limitations that should be considered when interpreting the results and generalizing them to other communities and cultures. One of the main limitations is the use of narrative inquiry methodology, which, due to the nature of individual experiences, may be influenced by personal biases. Therefore, it is recommended that future research combine qualitative and quantitative methods to enable comparison and generalizability of results. Furthermore, because this study focused on female entrepreneurs in Iran, the social and cultural conditions of this country may differ from those in other societies; therefore, future research could explore this framework in different communities and cultures and assess its applicability.
meysam noori; Sakineh Lotfi Fard Shokarlo; Mir hasan Seyyed Aameri; Kamilla Swart
Abstract
IntroductionUrban branding has emerged as a critical dimension of a city's identity, playing an increasingly significant role in shaping public perception, attracting tourism, and fostering economic development. In this context, women's participation in sport has gained attention as an effective tool ...
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IntroductionUrban branding has emerged as a critical dimension of a city's identity, playing an increasingly significant role in shaping public perception, attracting tourism, and fostering economic development. In this context, women's participation in sport has gained attention as an effective tool and a key aspect of social and cultural development in societies. Female athletes, by overcoming traditional barriers and challenging gender stereotypes, have become symbols of empowerment—symbols that can elevate a city’s status at both national and international levels. Moreover, media plays a pivotal role in this dynamic process. The quantity and quality of media coverage of women's sporting events significantly influence public perception, enhance the visibility of female athletes, and ultimately contribute to shaping urban branding narratives. Despite its crucial potential, the role of women's participation in sport and its impact on city branding has often been overlooked in research. Additionally, the mediating effect of media coverage in this process—a key and decisive factor—has rarely been addressed in existing studies. Women's sport, with its vast potential to attract audiences and create a positive, dynamic image of a city, can play a vital role in strengthening urban identity and enhancing city branding. However, the lack of comprehensive and focused research in this area has created a significant and noticeable gap in the existing literature. This gap underscores the urgent need for a precise, thorough, and targeted study. The primary objective of this research is to bridge this knowledge gap and provide practical strategies for optimally leveraging the potential of women's sport to enhance urban branding.MethodThe current research is applied in terms of purpose and descriptive-survey in terms of data collection method. This cross-sectional study utilizes both field and library research approaches for data gathering. The study population includes female athletes, sport coaches, sport managers, and municipal officials in Tehran. Convenience sampling was employed for participant selection. Following Hair et al.'s (2019) recommendation of requiring 5 to 15 respondents per item for structural equation modeling, a total of 342 valid questionnaires were collected. Standardized questionnaires were used to measure research variables, with all items rated on a five-point Likert scale. The face and content validity of the questionnaires were verified by eight sport management faculty members. Reliability was assessed through Cronbach's alpha, with all constructs demonstrating values above 0.7, indicating acceptable reliability. Data analysis was conducted at two levels: descriptive (using SPSS version 25) and inferential (employing structural equation modeling in Smart PLS version 3, along with bootstrapping to examine mediating effects). FindingsThe statistical analysis revealed compelling evidence for the pivotal role of women’s sport participation in shaping a city's brand identity. The direct path coefficient (β = 0.547, p < 0.001) indicates a strong, positive, and statistically significant relationship between female sport participation and urban branding. This supports the first hypothesis and suggests that when women are visibly and actively engaged in sport, it contributes meaningfully to the way a city is perceived—both internally by its residents and externally by tourists, investors, and media audiences. Furthermore, the data show that women’s participation in sport significantly predicts the level of media coverage devoted to women’s sporting events (β = 0.465, p < 0.001). This confirms the second hypothesis and highlights a reinforcing feedback loop: as more women participate, media outlets respond with increased coverage, particularly when public interest and policy support align. The third key result indicates that media coverage itself has a direct and statistically significant influence on urban branding (β = 0.201, p < 0.05). Although this effect is more moderate compared to direct participation, it confirms the hypothesis that media serve as a vital mechanism for amplifying the symbolic and social impact of women’s sport on urban image. The quality, tone, and frequency of this coverage shape how cities are perceived—particularly regarding their support for gender equity, social inclusion, and cultural vitality. Crucially, the mediating role of media coverage in the relationship between women’s sport participation and city branding was statistically validated. The Sobel test yielded a significant statistic (β = 3.943, p < 0.001), and the Variance Accounted For (VAF) index showed that 15% of the total effect is channeled through media representation. This partial mediation implies that while direct participation is important, its full branding potential is only realized when achievements are communicated to the public through effective, strategic media coverage. ConclusionThis study aimed to examine the role of women's sport participation and its media representation in the urban branding process of Tehran. By addressing a gap in the literature—particularly regarding the role of women's sport in shaping city identity and image—it offers innovative findings. Structural equation modeling revealed that women's sport participation has a direct and significant impact on urban branding (β = 0.547, p < 0.001), while media coverage strengthens this relationship as a mediating variable (VAF = 15%). These findings align with theoretical frameworks of city branding (Kavaratzis, 2004; Anholt, 2007) and literature on sport's role in enhancing city image (Chalip et al., 2017; Pan, 2019), while expanding them by emphasizing the capacity of female athletes to represent diverse, inclusive, and dynamic urban identities. The research clearly demonstrates that women's sport participation, mediated by strategic and purposeful media coverage, has a positive and significant impact on city branding. The findings indicate that merely increasing women's sport participation without effective media representation cannot improve a city's brand image and identity. Instead, media coverage plays a key catalytic role—amplifying the influence of women's participation in public perception and, consequently, urban branding—by highlighting their achievements and inspiring narratives.This study demonstrated that women’s participation in sports significantly contributes to urban branding, but only when accompanied by strategic and targeted media representation. Media coverage plays a catalytic role by amplifying female athletes' achievements and inspiring narratives, thereby shaping a dynamic and inclusive urban identity. Accordingly, it is recommended that policymakers invest in women's sports infrastructure, develop specialized media strategies, and strengthen intersectoral collaboration between municipalities, sports organizations, and media outlets to fully harness the potential of women's sports in sustainable urban development. Future research should expand the geographical scope and explore additional mediating variables—such as governmental policies and digital platforms—to enrich the findings and offer a more comprehensive model of the role of women’s sports in city branding.
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