Features of Image Formation in the System of Sports Communications

A. Karnaukh

Abstract


Research methodology. The basis of the study is information, synergy, culturological, praxeological, systemic, personal, activity approaches; the following methods have been used: the synthesis of scientific experience and terminological analysis – to consider the theoretical aspects of the components of such concepts as image, reputation and brand; analysis, synthesis, generalization – to determine the main characteristics of the image of sport and factors that affect the development and formation of sports communications; grouping, abstraction – to identify the advantages and disadvantages that affect the formation of the image of sport in Ukraine; logical and theoretical generalization – to prove the necessity of applying new scientific approaches and principles concerning the formation of the image in the system of sports communications.

Results. The basic characteristics of sport image and factors influencing the development and formation of sports communications are determined.

Novelty. The components that contribute to transforming the image of the investigated object into a positive reputation and a stable brand are systematized. The main factors that characterize such concepts as image, reputation and brand are analyzed. Summarized and formulated drawbacks and advantages that contribute to the development, development and functioning of the strategy of the image of Ukrainian sports in the system of sports communications. The basic characteristics of sport image and factors influencing the development and formation of sports communications are determined.

The practical significance. The research results can be used during the development of events of formation of sports communications.

Key words: image, sports communication, reputation, brand, image concept, negative and positive features.


References


Brodskaya, N. P. (2006). Sports of Geat Achievements as a Space for the Formation of the National Image of the Country. Moscow, 53–61. (in Russian).

Zinjuk, A. V. (2011). Sports as a Component of the Image of the Country. Social Changes and Cul-ture Identity: a collection of abstracts of the participants of the International scientific conference of students and postgraduates and young scientists. Odessa 104–107. (in Ukrainian).

Sadovnik, O. (2004). Image and its Formation by Means of Mass Communication. Imagery Charac-teristics of Ukrainian Sports (According to materials of the Ukrainian sports analytical server uaSport. net and the site of sports news Champion. com. ua). Visnyk of Lviv University. Journalism series. 509–513. (in Ukrainian).

Sereda, N. V. (2015). Value of Marketing Communications when Working with Consumer of Chil-dren’s and Youth Sports Schools. Bulletin of Chernihiv National Pedagogical University named af-ter T.G. Shevchenko. Chernigov. 52–55. (in Ukrainian).

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Chumikov, A. N. (2015). Image – Reputation – Brand: Traditional Approaches and New Technolo-gies: a collection of articles. Moscow. 106. (in Russian).


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