Background and Purpose
For thousands of years, the ancient land of Iran has witnessed the emergence of myths that have arisen from the values and culture of its people. Over the years, some of these myths have declined. Myths are narratives of humanity's quest for truth and meaning throughout the ages, and thus, myth is understood to explain the world and humanity. Myths discuss the structure of the universe, the formation of societies, the creation of the world and humanity, and the emergence and establishment of virtues, evils, and sins in the world. The continuity and presence of myths in producing mythical characters and stimulating mythical insight and thought indicate that myth is an inseparable part of human worldview and reflects the fundamental and urgent need for a mythical universe. This non-logical way of understanding things through myth has been translated as a primitive method for explaining the reality of existence and life in the world.
Characteristics of myth include their superhuman nature and the title of heroism, which are athletic traits, as the hero myth is the most common and recognized myth worldwide, found in the classical myths of Greece and Rome, the Middle Ages, the Far East, and among contemporary primitive tribes. The term "hero" is derived from the Greek heros and refers to a being that is part human and part divine, transcending mortal and worldly matters . The term "hero" is one that Homer assigned to men who possess courage and superior merit and are favored among the gods. Myths do not arise in a vacuum; they are always influenced by the society in which they are born. The greater the public's favor toward a legend, the more it indicates a fundamental historical relationship with the collective mindset of society, reflecting the social life of the community. In fact, it is intertwined with the historical and cultural realities of that society . Therefore, this research, with a novel perspective on sports myths, aims to elucidate the causes of the emergence and decline of myths in a targeted manner through three questions: (1) Why does society need myths? (2) What factors within society contribute to an athlete becoming a myth? (3) What factors lead to the breaking of the sanctity of the myth? This exploration is situated within the context of sports in Iran.
Methods
The present research was based on a qualitative data search and utilized a grounded theory approach. Additionally, an inductive approach was employed to elucidate the concept of myth in sports by identifying the key elements of concepts and categories. To provide a systematic model of the findings derived from the coded data, a constructivist approach was adopted. One of the significant advantages of constructivist theory is its engagement with diverse human voices in the social world, including the planned social context. In this approach, the researcher plays an active role in interpreting and attributing meaning to concepts and categories, offering interpretive insights from the available data sources. For data analysis, focused initial, axial, and selective coding were employed. The research tools included semi-structured interviews that examined the causes of the emergence and decline of myths in Iranian sports. To collect data, interviews were conducted with sociologists, professors of Persian literature, sports management professors, athletes, and experts as participants. All instances were coded shortly after the interviews, followed by subsequent interviews conducted using a purposive method. A total of 12 interviews were conducted, and the researcher reached theoretical saturation after the tenth interview. Ultimately, the validity and reliability of the interviews were examined and confirmed through various means. To determine validity, acceptability, transferability, and confirmability were utilized. Acceptability reflects the degree of trust in the authenticity of the findings for the participants, and methods to enhance acceptability were suggested, including multiple sources, multiple analysts, and multiple methods. In this regard, the researcher collected data using various sources, such as knowledgeable individuals and diverse written materials. Furthermore, during the interview process and data analysis, relevant consultants were utilized. The transferability of the research findings indicates their generalizability to other groups and similar domains, which was partially ensured by extracting and presenting maximum data (as much as possible). In this study, efforts were made to review multiple interviews and extract maximum non-redundant content in line with this recommendation. Additionally, care was taken to increase the likelihood of transferring concepts to other environments by considering the expertise and organizational status of each interviewee in their selection. It is essential to note that the confirmability of qualitative research results is achieved when other researchers can clearly follow the research path and the actions taken by the researcher. To this end, in the present study, all interviews were recorded using a voice recorder, and significant points were documented in writing. Moreover, to assess the reliability of the interviews, the intra-rater reliability method was employed. Therefore, given that this reliability level was above 60 percent, the reliability of the coding was confirmed, indicating that the reliability of the current interview analysis was adequate.
 
Findings
Ultimately, the results of the research indicated that society requires myths due to the need for a worthy model, an eternal quest for order, the necessity of guidance, and a desire for identity. The data analysis also revealed that external appeal, honor, myth-making constructs, hope, and homogeneity are significant factors in transforming an athlete into a myth in today’s Iranian society. Furthermore, regarding the factors influencing the breaking of the sanctity of sports myths or the decline of a sports myth, concepts such as paradoxes, the speed of reasoning, changing values, modernization, and myth-deconstruction were identified as important elements.

Figure 1. Model of the Components of the Emergence and Decline of Sports Myths
 
Conclusion
The data also indicated that myths directly or indirectly influence human lives and play a role in lifestyle and nation-building. Since myths act as a creative force that affects both the inner and outer aspects of humanity , they can be seen as reflections of desires that individuals have needed but have not been fulfilled in everyday life. The mission of myths in human life, as shown in the present data, indicates that they serve to maintain order, preserve cohesion, and provide meaning to behavioral patterns in life. Contemporary humans inevitably live under the influence of myths. Actions, behaviors, speech, performances, and literature reflect the modeling of humans based on myths, showing that modern individuals are immersed in the realms of performance, literature, politics, and sports .
Cultural modeling through prominent sports figures, the guidance of individuals by myths, and the ability of myths to serve as suitable models in society can be highlighted. Being a model and providing guidance are among the functions of myths in various societies today. Overall, the prevalence of myths in societies is so extensive that they do not possess a single function but have taken on various roles, proving their effectiveness as worthy and modern models. One reason for the emergence of sports myths in Iranian culture is the long-standing tradition of heroism in Iran, which possesses external appeal and reflects the unique physical abilities of athletes, their connection with society, and the distinctive physique of the myths. Sports myths can be associated with ideas of patriotism, anti-foreign sentiment, and attention to the populace, as well as a combative spirit against lawbreakers in society, engaging in social and political responsibilities. Factors that contribute to an athlete becoming a myth include their external appeal, such as athletic abilities, community engagement, and unique physical attributes, which create an impact on the public based on the inherent power and capabilities of an athlete. Athletes who become myths possess a pure essence, stand alongside the people, and have social responsibility towards their community, gaining greater popularity through their appearance and demeanor. Regarding mass media's role in creating sports myths, it can provide an environment where top athletes exhibit superhuman appearances and create an emotional narrative around sports heroes (Bifulco & Trino, 2018; Pari, 2021). The findings indicated that sports myths are created through the influence of media on public perception and the soft cultural elements of society. Thus, the power of media and myth-making are among the constructs of myth creation in athletes, who are introduced to society through mass media and technological advancements. Therefore, media has taken on the role of narrator in today’s oral culture, and the permanence of these narratives may be facilitated through social media (Pari, 2021). While this form of myth is essentially an Iranian concept, the core idea can be equated with broader existing heroes' myths. Consequently, it holds not only historical and cultural significance within a specific environment but is also applicable in the broader context of hero-making in athletes. Factors leading to the breaking of the sanctity of myths include social paradoxes, political influences on myths, the speed of reasoning, changing values of myths over the medium term, modernization, and myth-deconstruction. Myths experience social decline when they no longer serve a function in contemporary society or when they become distanced from the community. Additionally, when societal policies weaken and undermine the status of myths among the people, this leads to their decline. In the modern world, due to the transient nature of sports myths, the speed of their deterioration may occur more rapidly than ever. Other reasons for the decline of myths include the loss of sanctity when science contradicts the prevailing myth. Given the rapid pace of social changes and the diverse needs of humanity throughout history, these factors can contribute to the decline of myths.
Keywords: Myth, Sports, Antiquity, Values, Paradox.
 
Article Message
This article contains valuable points in the cultural field of Iranian sports that can familiarize athletes with the perspective of society's values. This awareness can align elite athletes with the cultural values of society. On the other hand, it can lead them towards excellence.
Ethical Considerations
This research was conducted in compliance with ethical principles and with the consent of all participants and maintaining the confidentiality of their information.
Authors’ Contributions
The first author, as the project manager, played a major role in idea generation, data analysis, and review, and the second and third authors participated in data collection and background review.
Conflict of Interest
The authors have no conflict of interest in publishing this article.
Acknowledgments
We would like to thank all interviewees who played an important role in data collection.