Digital Media’s Role in Enhancing Career Prospects of Sports Journalists in Pakistan

This research explores how digital tools and media influences the career growth of sports journalists in Pakistan. Using data from a survey of 460 sports journalists across Pakistan including different regions who have been associated with different media domains. This research also investigates the sports journalists recognition and visibility on digital media outlets, explores how much technological access they have and available career opportunities in digital vs traditional working environments with in Pakistani mass media. This research is based on three combined theoretical framework (Unified Theory of Acceptance and Use of Technology (UTAUT), Social Cognitive Career (SCC) and Uses and Gratification). By using combined approaches, researcher has checked Pakistani sports Journalists career growth within a broader socio-technical setup. Research demographic factors interact with digital resources access (UTAUT), influence of preference and media usage (Uses and Gratification) and these factors shape perception of career impact (SCCT). Statistical tests such as, Chi-square and binary logistic regression revealed that access to available media related digital tools, type of media domains and gender significantly impact on career growth of sports journalists. Research findings highly support the increasing significance of digital setups in the sports journalism profession and suggest actionable insights for media houses, policymakers and media educators.