Creation and exploitation of positive image of sport in social awareness

A positive image of sport working on purpose of its institutional reproduction is being created based on the analysis carried out by mass media. The attention is paid to the fact that the society is not properly informed about the existential problems that a sportsman faces; costs are not revealed - mostly human (physical and psychical health, life, material welfare) - concerning those who create sport - sportsmen and trainers. Sport is mostly considered as an important means of ensuring and developing culture, supporting national authority, creating people’s unity, a way of manifesting personal heroism.