FORMATION OF A SPORTS IMAGE (ON THE EXAMPLE OF ATHLETICS)

Abstract

This article indicates that the modern development of society takes place progressively in different directions. The sports industry makes a significant contribution to the growth of socio-economic indicators, both directly due to the increase in the volume of paid services (including sports commercial services), and indirectly due to the improvement of the health of citizens of working age who are engaged in physical culture and sports. The impact of sports on the younger generation is particularly significant, as it forms positive values and attitudes in them. Sports education of the younger generation, such as patriotism, is possible thanks to the popularization of such a sport as athletics. The successful formation of the image of athletics makes it possible to achieve at least two goals – to integrate it into the process of commercialization of modern sports as a sought-after product and to contribute to the preservation of national identity. Researchers distinguish several types of image – mirror image (based on a subjective positive perception), current (an outsider’s view), corporate (based on the history of the organization, products and services offered to the market, social responsibility), desirable (the one that is sought after), multiple (formed on the basis of several independent structures instead of one corporation). The formation of the image of athletics as a purposefully created image of the subject is able to influence society within certain value limits. For its successful development, it is important to develop and apply a comprehensive approach based on successive steps that allow taking into account the expectations formed in public opinion regarding the use of national features of the functions of athletics as a socially significant phenomenon.