Sadovnyk O. The means of mass communications and forming the image of Ukrainian sports (on the materials by press and Internet web sites)

The dissertation is dedicated to the issue of determination of the image of Ukrainian sports by the means of mass communications. The author's assessment scale of emotional-substantial painting of materials is created. Specialized sports press is analyzed according to this scale. Influence of the materials of sports sites of the Internet network on image of the Ukrainian sports is revealed. Image characteristics of the Ukrainian sports in mass-media are allocated. Factors of influencing on image of the sports are characterized. Image model of the Ukrainian sports consisting from process to and personified components is developed. Features of formation of personal images in sports, images of commands and sports clubs are certain. The basic reference points in research of personal images are offered. Personal images of the best Ukrainian sportsmen and coaches and also the generalized images of the arbitrator and the sports fan are characterized according to these points. Influence of sports on different fields of human being's activity is considered. Social stereotypes in sports, and also features of influence of sports reclaims on the image of sports are characterized. Preconditions of the formation of positive image of Ukrainian sports at the state and not state levels are certain. Opportunities of the formation of positive image of the Ukrainian sports by means of a mass communication are concretized.