Digital image of sports mega-events in the media and social networks
Keywords:
: sports mega-events, new media, digital image, volunteers.Abstract
Objective of the study was to analyze the “digital trail” of the International University Sports Festival in Yekaterinburg to determine the factors that form a positive image of future sports mega-events.
Methods and structure of the study. During the study, mass interviews of volunteer candidates and content analysis of publications of materials about the Festival in the media and on social networks were carried out. Basic indicators of interviewing: experience and resources for participation in volunteer projects, amount of knowledge about sports mega-events, motivation for participation. Basic indicators of content analysis: number of publications about the Festival, level of publications, tone of publications.
Results and conclusions. The effectiveness of a sports mega-event as a soft power largely depends on its presentation in the digital space. When assessing the digital image of a sporting mega-event, the problem is often that the positive tone of official government and official media assessments does not always match the tone of assessments given by non-state media and citizens on social networks. Along with the optimal number of official messages, the “tone” of the individual publications of the organizing participants is of great importance. One of the important transmitters of a positive image are sports volunteers.
References
Divinskaya E.V., Divinskaya A.E., Goncharenko D.I. Model populyarizatsii olimpiyskogo dvizheniya posredstvom informatsionno-telekommunikatsionnykh tekhnologiy seti «Internet». Teoriya i praktika fizicheskoy kultury. 2021. No. 2. p. 88.
Lysenko V.V. Tsifrovizatsiya kak mekhanizm evolyutsii sovremennosti: k postanovke problemy. Ural - drayver neoindustrialnogo i innovatsionnogo razvitiya Rossii. Proceedings IV Ural Economic Forum, Yekaterinburg, October 20-21, 2022. Ekaterinburg: Uralskiy gosudarstvennyy ekonomicheskiy universitet publ., 2022. pp. 267-271.
V Yekaterinburge otkryli Mezhdunarodnyy festival universitetskogo sporta. Sayt «Oblastnaya gazeta». 21.08.2023. Available at: https://oblgazeta.ru/culture-and-sports/sport/2023/08/14258/.
V Yekaterinburge sostoyalos torzhestvennoye otkrytiye Mezhdunarodnogo festivalya universitetskogo sporta. Ofitsialnyy sayt polnomochnogo predstavitelya Prezidenta RF v UrFO. 08.2023. Available at: http://uralfo.gov.ru/press/events/5932/.
Dmitriy Chernyshenko dal start Mezhdunarodnomu festivalyu universitetskogo sporta v Yekaterinburge. Ofitsialnyy sayt Pravitelstva Rossii. 20.08.2023. Available at: http://government.ru/news/49304/.
Bourdieu P. On Television. New York: The New Press, 1998.
Jan Andre Lee Ludvigsen, Renan Petersen-Wagner. From television to YouTube: digitalized sport mega-events in the platform society, Leisure Studies, 42:4, 2023. pp. 615-632.
