Статьи журнала - Sport Mediji i Biznis
Все статьи: 146
Статья научная
Dosing physical activity is a very important segment in the exercise do-main of every person, whether they are a child, an recreational person or a professi-onal athlete. The aim of this paper is to present the most optimal and direct method for assessing the functional status of an individual and to explain the way in which physical activity can be dosed most effectively using a Cardiopulmonary exercise test (CPET). In this work, the descriptive method of conducting the CPET test was used as a standard for determining the beginning of physical activity, but also for determining training thresholds. Adequate physical activity should be optimally dosed, neither too much nor too little, but sufficient to cause physical adaptation of the organism to effort. In sport and physical activity, the heart rate parameter and the determination of the degree of fatigue in relation to the maximum heart rate of the person exercising are most often used to measure effort.
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Društveni kontekst fudbala kroz istorijski, politički, ekonomski i medijski okvir
Статья научная
Kao veoma dinamična društvena pojava sport ima značajnu ulogu u svako-dnevici ljudi, što se posebno odnosi na fudbal, kao globalno najuticajniji sport. Upravo na tom tragu, autori Dejan Milenković i Vesna Milenković su odlučili da sagledaju ovaj fenomen iz više uglova i sistematizuju kroz knjigu „Fudbal i društvo”. Pored istorijskog pregleda, autori posmatraju fudbal kroz odnose sa politikom, ekonomijom i medijima, uz poseban osvrt na promene koje su nastale kao posledica pandemije Covid-19. Tako-đe, tu su i poglavlja o ženskom fudbalu, kao i o fudbalu i nasilju, odnosno o huliga-nizmu, terorizmu, govoru mržnje i rasizmu. Na kraju, autori zaključuju da se fudbal, po-put društva, više puta nalazio na istorijskoj prekretnici, da je tako i danas, ali da uvek uspeva da prevaziđe sve izazove i da uveća popularnost i društveni uticaj.
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Educational, socializing and preventive health effects of the sport-contesting activity in childhood
Статья научная
The aim ofthe present research, completed in the gymnastic clubs "Yunache" in Bulgaria, is to determine the educational, socializing and preventive health effects of the sport-contesting activity. Subject of the study are pupils from I to IV grade, who are members ofthe gymnastic clubs "Yunache", their teachers and parents. Subject of study are also the educational and socializing effects as a result ofthe activity in the gymnastic clubs.
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Статья научная
The aim of the research was to determine the impact of physical exercise on: 1. abi-lities measured by FMS tests, 2. the impact of physical status on the mental health of middle-aged people and 3. body composition. The research used a quasi-experimental design (test-retest). 20 respondents (11 men and 9 women) were included in this paper. The average age of the respondents is 52.3 years, average body height 169.4 cm, average body weight 78.62 kg. All respondents live in the territory of the United Arab Emirates, where they are physically minimally active or completely inactive. Body impedance (InBody120), FMS device and survey questionnaire were used in the research. Descriptive statistics and T-test were used for data processing. The results showed that there is a statistically significant difference in the variables that were measured at the beginning and after the application of the defined exercise program (test-retest), in the variable point score-FMS test (p = 0.000) and in the satisfaction questionnaire (p < 0.05). However, the exercise program had no effect on body com-position because it focused on trunk mobility and stabilization exercises.
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Eksterna komunikacija fk „Radnički” Niš na društvenoj mreži „Instagram”
Статья научная
Ovaj rad imao je za cilj da ispita kakav pristup ima Fudbalski klub „Radnički” iz Niša u komunikaciji na društvenim mrežama, konkretno na društvenoj mreži „Instagram”. Za istraživanje je korišćen uzorak od ukupno 169 objava ovog kluba na toj mreži, koje su objavljene u periodu od šest meseci – od 2. januara do 2. jula 2022. godine. Takođe, analizom su obuhvaćeni komentari na objavama kluba i koliko je bilo odgovora na direktno postavljena pitanja „Radničkom”. Rad polazi od hipoteze da Fudbalski klub „Radnički” nema interaktivan pristup na „Instagramu”. To pokazuju i rezultati istraživanja, jer je tim koji vodi profil kluba u samo 6,2 odsto slučajeva odgovarao na direktno postavljena pitanja i na taj način uzimao u obzir eksternu komunikaciju kroz komentare.
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Ethical and legal aspects of guerilla and abush marketing in sports – case study Bredowg-a
Статья научная
This paper explores the ethical and legal aspects of guerrilla and ambush marketing in modern sports, with particular emphasis on their impact on brand integrity and the value of sports sponsorships. Based on relevant literature, a qualitative analysis and a case study of the BrewDog campaign during the 2022 FIFA World Cup were conducted as a paradigmatic example of “dissociative” ambush marketing. The research results confirm that such strategies, while increasing media visibility and the perceived authenticity of the brand, simultaneously undermine ethical principles and the exclusivity of official sponsors. The degree of ethical acceptability depends on the transparency of communication and compliance with intellectual property regulations. The paper highlights the need for an integrated approach that connects legal, communicational, and ethical mechanisms to protect market fairness and the sustainability of the sports system. The limitations relate to the insufficient number of empirical studies after 2023, indicating the need for future quantitative research on consumer perceptions and the long-term effects of ambush strategies on brand value and public trust.
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Fan culture and its influence on footbol: insights from Croatian supporters
Статья научная
This paper examines the culture of sports fans, focussing on fans' habits, their influence on sport, the psychology and methods of cheering, fan types and their motivations. The main objectives of the paper are to show what drives fans, their loyalty and other factors that influence their engagement, especially with football clubs. The study compares fan groups across Europe and highlights the main differences. It also analyses the motivations of Croatian fans, including regular attendance and club loyalty. In order to collect data on fans' habits and attitudes, a quantitative survey was conducted, looking at sports preferences, frequency of attendance, spending, involvement in deviant behaviour and the importance of club success. The results show that most Croatian fans follow football, have supported their club for over 15 years and usually go to matches several times a year. The strongest motivations are love, a sense of belonging and the integration of the club as part of the fan's identity. Creative songs and banners as well as charity work are important features of this identity. Strengthening relationships between fans and clubs and expanding the regional focus form a strategic basis for sports clubs to increase the number of fans.
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Fenomen četvrtog mesta u sportu kroz društvenu i medijsku prizmu: Olimpijske i Paraolimpijske Igre
Статья научная
Kompleksnost svakodnevnog života, koji donosi bezbroj izazova, sučeljavanja, prepreka, naravno i lepih trenutaka, svakako nadilazi pojednostavljenu sliku kakva je vidljiva u javnom prostoru samo na osnovu finalnog „proizvoda”. Sport je segment društva u kojem se jasno vidi rezultat, na osnovu kojeg se rangiraju više ili manje uspešni, ali je više nego surova granica od koje se neuporedivo manje ceni uloženi napor i ne vrednuje adekvatno značaj rezultata koji je ostvaren, kroz medije i društvo. Ta linija razdvajanja je postavljena najčešće ispred četvrtog mesta i simbolizuje se kroz dodeljivanje medalja i drugih priznanja onima koji se plasiraju iznad, kao i mnogo izvesniju mogućnost zaborava za druge. Kroz istraživanje vezano za jugoslovenske i srpske sportiste kojima je na Olimpijskim i Paraolimpijskim igrama najveći uspeh četvrto mesto (ukupno 75 olimpijaca i 13 paraolimpijaca), kao i kasnije razgovore sa nekima do njih, osvetljava se ovaj globalni fenomen, koji prožima svet sporta, ali i druge vidove društva, ujedno i čuvaju od zaborava visoki rezultati sportista sa ovih prostora. Posmatrajući odgovore na ključno pitanje, jasno je da kod sagovornika uglavnom provejava seta, odnosno žal za propuštenom prilikom da se osvoji medalja, često pomešan i sa ponosom, naročito kada se taj rezultat sumira iz današnje perspektive, odnosno protokom vremena, imajući u vidu da je to takmičenje koje sportisti najčešće smatraju najvišim dostignućem. „Biti četvrti” je fenomen koji traje, nema kraja i jedinstven zaključak – i koji iznova dobija neke nove junake.
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Financing sports from the budget of the republic of Serbia
Статья научная
Sport as a free human activity focused on the development of psycho-physical abilities is expressed through competition with others and the pursuit of achieving the best possible results. Sport is a category of great importance for the development and prosperity of the entire society. The level of sports involvement is the best indicator of a society's development. The economic and other benefits that sport brings to the state require the state itself to create favorable conditions for the development of sports and, of course, to support them financially. The state does this by allocating a certain amount from the budget intended for the financing of all aspects of sports and other related segments of sports. This paper specifically analyzes the funding of sports from the budget of the Republic of Serbia. In Serbia, sports are largely financed from the budget of the Republic of Serbia, although the responsibility for funding sports also lies with Autonomous Provinces and local self-governments. The goal of this paper is to emphasize the importance of funding sports from the budget of the Republic of Serbia, as well as to promote and seek additional non-budgetary sources of funding.
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Fotografija i klikbejt naslovi: sredstva onlajn medija u procesu manipulacije čitalaca
Статья научная
Onlajn mediji nemaju samo informativnu ulogu i jedan od ciljeva u sveopštoj komercijalizaciji i borbi za profit je što veći broj poseta određenog sadržaja. Novi mediji, međutim, i dalje imaju imperativ brzine i objavljivanja novih vesti pre konkurencije, bez obzira na to da li će čitaoci (korisnici) da budu predmet manipulacije sadržajem. Osnovna teza u ovom radu jeste to da fotografija u procesu ostvarenja tog zadatka predstavlja moćno sredstvo onlajn medija. Naime, onlajn mediji mogu i koriste fotografiju tako da sugerišu čitaocima da klikom na određeni sadržaj iz oblasti sporta saznaju osnovnu informaciju u novoj vesti (kao i na koga se ona odnosi), a svemu dodatno pomažu tzv. klikbejt naslovi. U cilju dokazivanja teza u ovom radu, obavljeno je istraživanje u formi onlajn upitnika (metod Likertove skale), koje je potvrdilo da onlajn mediji fotografijama i klikbejt naslovima manipulišu čitaocima/ispitanicima.
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Статья научная
The purpose of this article is to examine cycling as a lifestyle, from leisure to competitive levels, with a focus on the effects it has on people's physical and mental health as well as their social connections within communities. The objective is to investigate the health advantages of regular cycling, such as the prevention of chronic illnesses, the increase of cardiorespiratory endurance, and the strengthening of the musculoskeletal system, by means of a review of pertinent research and the literature currently in publication. Both psychological effects—like stress reduction, improved subjective well-being, and boosted self-confidence—and social aspects— like how cycling contributes to the development of sports culture, community, and social capital—are given special consideration. Examples of cycling competitions, such as the Tour de France, are also analyzed as global sporting events that influence the popularization of cycling and its integration into different spheres of social life. The paper seeks to demonstrate how cycling, in all its forms, represents a powerful instrument for promoting an active and healthy lifestyle.
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From thinking to feelling – heuristics in sports media marketing
Статья научная
In this paper, we take a closer look at heuristics, especially the affective and fast decision-making shortcuts that play a role in how consumers select sports media. Our aim is to unravel how different emotional and cognitive shortcuts in the minds of consumers influence their interaction with sports content and advertising. By combining the Psychological Continuum Model, Uses and Gratifications theory, and heuristic processing, we create a comprehensive framework to explore how consumers behave in the sports media world. Such an integrated strategy provides insights for the sports sector, which can contribute to more effective and adequate creation of emotionally compelling and tailored media strategies. By combining theoretical analysis with practical examples, this paper highlights how emotionally impactful messages and straightforward visual signals can boost consumers' brand recall, strengthen loyalty, and sway their purchasing decisions.
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Hand grip strength in 12 years old Children in Serbia – changes over 50 years
Статья научная
Recent epidemiological research indicate that contemporary youth are not as active as they should be. The result of this investigation showed slight increase in muscle strength in hand grip of children in Serbia. Youth in 1962 had slightly lower levels of muscle hand grip strength then their counterparts several decades after. However, average weight showed more significant increase over the same period. Weight of 12 years old youth increased from average of 36.26kg to 50.92kg. The increase of ≈ 15kg, make the increase of more than 40% for this time period. This reise serious concerns toward children trend of muscle strength development and overall health and physical capabilities. There is urgent need for changes in media content and opportunities for recreational and sporting events could motivate kids to get more involved in sports and physical recreation.
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Holistic branding of premium brands – example of the company „Adidas AG“
Статья научная
Adidas is considered one of the most well-known and successful sports brands, which strives for continuous development and progress, evident through frequent innovations and new models, as well as highly original advertising campaigns. The subject of this paper is to present and analyze how the global company Adidas manages its globally renowned brand. The aim of the paper is to prove whether customers believe in the quality of the Adidas brand or not. The methods used include the method of description, analysis and synthesis, method of proof and disproof, as well as statistical methods such as descriptive statistical analysis. The research was conducted with a sample of 125 respondents. Respon-dents expressed their agreement with the statements on a five-point Likert scale. The analysis of the collected data was performed using the statistical package IBM SPSS 21.0. The obtained results indicate a high level of loyalty among the respon-dents to this brand.
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Impact of motoric achievement and dietary habits on students’ cardiovascular endurance
Статья научная
The aim of this study was to identify achievements in motor tests and dietary habits as predictors of cardiovascular endurance among Medical rehabilitation students. The sample included 159 Medical rehabilitation students from Novi Sad, Serbia (37 males, 122 females) who attended physical education classes twice a week. The battery of tests from the applicable protocol and dietary questionnaire was used. The exploratory factor analysis and multiple linear regression were applied. The multiple regression analysis determined a statistically significant relationship between specific motor tests and the Shuttle Run Test (R=0.828, p=0.000), but no significant differences between the factors obtained for dietary and the Shuttle Run Test. The findings highlight the importance of tailored exercise and nutrition plans and education on healthy lifestyles and emphasize the need for further research to support overall health.
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Impact of sports астivities on the social skills with pupils from the secondary school
Статья научная
The aim of the present study is to establish the impact of sports activities on forming social skills with adolescents. The object of the research is 81 students from schools in Sofia - Bulgaria, from the fifth to the seventh grade. The results show that sports activities stimulate the development of collaboration skill.
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Information management and creation of a sports star’s image on social networks
Статья научная
This paper thematizes the phenomenon of sports stars and the creation of a good reputation from the point of view of network theory, which deals with channels of information and building relationships with target audiences. The focus is on the postmodern understanding of PR, which focuses on "hyperreality" that is created through a proactive relationship with the media, where balanced communication imposes persuasive images that favor the creation of a good sports image, but also a great socially responsible personality. The potential of the new communication model lies in the multimedia, multifunctionality and multi-significance of observing the interests that covertly govern society. The authors emphasize the power of social networks that effectively simulate a close relationship of trust between a sports star (individual) and fans (group), whose primary goal is to achieve, maintain and strengthen the popularity of the athlete. Incorporating the public sphere as an analytical perspective leads to the goal of connecting different publics that mix with competing discourses while keeping attention on the images created by the PR team. What distinguishes parasocial relationships from real ones is that the individual thinks he controls the imaginary communication relationship, while in social relationships the relationship depends on other participants as well. The socio-cultural model of representation is an important element because, thanks to social networks and traditional media channels, it mediates and produces meanings that shape the identity of a sports star, presenting itr to diverse publics as an activist responsible for its community and wider environment.
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Infrastructure characteristics as an important factor of sustainable development of sports tourism
Статья научная
This paper analyzes the area of the municipality of Travnik and its position as an important factor for sustainable development of sports tourism. The analysis was done on the entire territory of the municipality of Travnik when it comes to resources related to sports tourism. These analyses are: description method, analysis method, synthesis method, compilation method and comparative method. Municipality of Travnik is primarily reflected in its favorable geographical position, natural characteristics and attractions, and a rich tangible and intangible heritage. It is exactly the central location within Bosnia and Herzegovina that has conditioned Travnik to always be an important part of the interests of all civilizations and peoples who have inhabited the territory of Bosnia and Herzegovina, from prehistoric times to the present day. Thus, today in the Travnik area we have significant tangible remains from the time of the earliest cultures that inhabited these areas: the Neolithic period, ancient period, mediaeval Bosnia, Turkish and Austro-Hungarian period and recent history. Geographical characteristics, size and distribution of the municipality, and specific configuration of the terrain provide a comparative advantage for the municipality of Travnik in tourism through the possibility of developing a large number of specific types of tourism, such as: mountain tourism, cultural tourism, recreational tourism, hunting tourism, gastronomic tourism, and extreme tourism. Therefore, we can say that the shown characteristics are an important factor for a positive impact on the sustainable development of sports tourism. These results can be a guide for a planned sports tourism program, which in addition to sports tourism also includes a recreational type of tourism.
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Статья научная
This paper focuses on the initial steps in preparing a scientific concept out-line, with a particular emphasis on the process of formulating the problem and de-termining the research subject. The aim of the research is to analyze the key steps and strategies that researchers need to apply in this early stage of the research process to ensure clarity, relevance, and feasibility of their research plans. Basic con-cepts and definitions related to problem formulation are explored, emphasizing the importance of accurately identifying the research problem to be investigated. Vari-ous methods and techniques that researchers can use in the process of formulating the problem and determining the research subject are analyzed. Examples of best practices and case studies are presented to illustrate the application of these met-hods in different scientific disciplines.
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Статья научная
Inkluzija i sport su dva posebna fenomena čiji spoj čini da se i putem institucija kao što su sportske ogranizacije omogući učešće u sportskim aktivnostima svim osobama sa invaliditetom, bez obzira na funkcionalnosti. U ovom radu primenjena je teorijska analiza primene inkluzije u sportu, a podaci su dobijeni iz dosadašnjih istraživanja objavljenih u naučnim časopisima iz oblasti društvenih i sportskih nauka, zbornika radova međunarodnih naučnih skupova, referentne literature, kao i iz ličnog iskustva autora ovog rada. Primena osnovnih principa obrazovne i socijalne inkluzije u sportu stvara pozitivno okruženje za napredovanje dece se smetnjama u razvoju i invaliditetom, kao i pozitivan odnos društvene zajednice prema ovoj populaciji.
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