Статьи журнала - Sport Mediji i Biznis
Все статьи: 155
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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Investigation of the attitudes of users of sports tourism on mountian Goč
Статья научная
In this paper, the authors analyze and investigate the relevant facts of the organization and management of sports and recreational tourism in the Goč valley. Today's tourists expect a lot from tourist destinations. So today's tourists are ready to pay more. For this reason, the marketing role must be crucial for sports tourism. Mount Goč in the context of sports tourism explores the potential of Mount Goč as a desti-nation for sports tourism. Goč mountain, located in Serbia, offers a variety of natural beauties and sports opportunities that attract lovers of active vacations. The paper analyzes the geographical location of the mountain and its accessibility, and highlights the proximity of major cities and roads as key advantages for the development of sports tourism based on the opinions of users. The mountain offers various terrains for sports activities, including hiking, cycling, skiing and snowboarding, as well as opportunities for adventure sports such as paragliding and mountain biking. Also, the paper explores the existing sports infrastructure on Goč, including tracks, sports fields and accommodation facilities. The importance of further infrastructure development for attracting sports enthusiasts and tourists is emphasized. Then the competition and demand for sports activities on Mount Goč are analyzed, including a comparison with other mountain destinations in the region. Marketing strategies and promotion of the mountain as a destination for sports tourism are also discussed. Based on all of the above, the paper concludes that Mount Goč has significant potential for the development of sports tourism, but that it is necessary to continuously invest in infrastructure and promotion in order to attract sports fans and tourists and stimulate the economic sustainability of tourism. region through this type of tourism.
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Istraživanja Herte Hercog – preteča teorije koristi i zadovoljstva
Статья научная
Teorija koristi i zadovoljstva predstavlja jednu od ključnih teorija koje su dovele do promene teorijske paradigme o maksimalnim efektima medija na ljude. Teorijsko pitanje „šta mediji rade ljudima?” u okviru ove teorije zamenjeno je pitanjem „šta ljudi rade sa medijima?”, a takođe sa ovom teorijom se uvodi i pojam „aktivne publike”. I sama teorija koristi i zadovoljstva i pojam aktivne publike reaktuelizovani su u eri digitalnih medija i društvenih mreža, upravo zbog interaktivnosti koju omogućavaju korisnicima. Zbog svega navedenog, važno je vratiti se u prošlost, tačnije u četrdesete godine 20. veka i ukazati na pionirska istraživanja Herte Hercog (Herta Herzog) o aktivnoj ulozi medijske publike, koja su bila od velikog značaja za tim okupljen oko Pola Lazarsfelda (Paul Lazarsfeld) i Elihu Kaca (Elihu Katz) prilikom postavljanja temelja teorije koristi i zadovoljstva.
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Language of sports commentaries and how to evaluate IT
Статья научная
Aggression or sportsmanship can be learned and reinforced in many different ways. Multfple reasons, rather than a single one, influence such behaviors. Young athletes need positive, appropriate, and constructive role models to teach and reinforce sportsmanship and moral reasoning. The coach is perhaps the most significant person influencing the amount of aggressive or sportsmanlike behaviors displayed in the competitive sport context. It was reported that nine percent of hockey players (N=166) between the ages of 12 to 13 perceived their coaches as approving of hockey violence. The role of referees has also been identified as a significant factor affecting athletes' subsequent behaviors. The role of sports commentaries and the language used should also be observed in order to classify them into objective, judgmental or historical ones, and to attribute them their vital role in sportsmanship development.
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Статья научная
Social media have become an indispensable part of marketing strategies in sports. In cases of smaller organizations and locaIized popularity of a certain sport, they have come to provide a rather useful and cost-effective tool for reaching desirable audiences, boosting visibility and fostering engagement. The paper focuses on the social media presence of the sports club MRK Čakovec, currently a member of the highest level of handball competition in Croatia. The club uses social media and newsletter campaigns for communicating relevant information, results, updates, and to reach out to the fans. A qualitative case study methodology was employed, i.e. content analysis was used to examine the club’s social media posts as well as fan engagement data, thus providing practical insight into the effects of social media management in sports.
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Marketing of personality and/or sportsmen personal branding
Статья научная
Human brands operate in the same way as brands of products or services. Branding is not used only in products, services or companies. A new trend, named personal branding, is created as an efficient tool which helps in defining who you are, what you stand for, why are you so special, different from majority even when you're part of it and a person who manages to have its "uniqueness" in a particular field of social action financially valorized, becomes a brand. Some athletes earn much more from their sponsorship contracts than from professional contract with their clubs, competitions, etc. What all of them have in common is that they are good in their own branding, ie. they were able to commercialize their success and popularity.
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Статья научная
The aim of this cross-sectional study was to examine the relative contribution of predictors (security, privacy, non-deception, and reliability) in predicting the the variance of website satisfaction criteria, and the impact of consumer satisfaction in the web environment on repurchase intention. The pertinent sample included (N = 260) football players from the Kolubara and Mačva districts (M years = 17.12, SD = 1.05). The Consumers’ perceptions of online ethics and its effects on satisfaction and loyalty scale was used. The predictors of the regression model (security, privacy, satisfaction, and reliability) explained 62% of the total variance of the criterion of consumer satisfaction in the web environment, i.e. 62% criterion variable of repurchase intention due to the influence of the dependent variable of satisfaction, with the maximum contribution to the dependent variable of the Serbian football players sample having the ethical dimension of reliability (β = 0.60; p ≤ 0.01). The interpreted correlation-regression results have theoretical and practical implications that have set the basis for operationalized longitudinal research into the relationships between marketing ethical dimensions and psychological constructs (repurchase intention and consumer satisfaction with websites) in the adolescent football population.
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Media representation of esports culture in Serbia
Статья научная
Through a mixed-methods approach, this paper aims to research the representation of esports culture in Serbian media, specifically focusing on three news sites: Nova, Republika, and Sport Klub. Esports were insufficiently represented through Serbian media, making up less than 0.1% of all sports-related articles in 2023. Sport Klub had the most esports content, while Republika had the least. Nova and Republika had mostly reported on the Serbian esports scene, while Sport Klub had focused on the international. However, there were more articles about the interna-ional esports scene. Popular video games League of Legends and Counter-Strike 2 had received the most media attention (90%), while other esports had an insignificant number of articles (8%). The final 2% were articles that were not related to esports. This research highlights the need for improvement of media reporting on esports, as well as the necessity of a multi-layered journalistic approach towards this growing industry.
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Metaphorical language in specialized and popular scientific texts
Статья научная
This study positions itself within the domain of analysing metaphor in naturally-occurring data. The use of metaphor often varies depending on many factors such as the context in which it is used, topic, audience, mode of communication and so on. This study specifically aims at investigating the differences and similarities in the use of metaphorical expressions between specialized and popular scientific texts. The research is based on the analysis of eight articles coming from four scientific disciplines: exact, life, social sciences, and humanities. A pair of texts comes from each discipline, one being a popular science article written by journalists for the general public, and the other being a research article written by scientists for their peers. All metaphorical language in the articles was identified using MIPVU, a systematic and transparent procedure for identifying linguistic metaphor. The findings indicate a pronounced difference in linguistic metaphor use between the two related text-types. These differences concern the frequencies, types, and functions of metaphorical language use. The variations in the use of metaphor proved to be largely explainable in terms of the differences in the components of genre and register.
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Статья научная
This article presents data from a comparative analysis of the morphofunctional state, physical qualities, and functional fitness parameters of highly skilled Sanda athletes from Russia and the athletes from Republic of China. Based on physiological testing data, differences identified in morphofunctional status, respiratory muscle development and pulmonary ventilation, limb muscle hypertrophy, psychophysiological characteristics of reflex response speed and accuracy, and mental and physical aerobic capacity. This allowed us to identify key parameters for constructing useful models for assessing the functional fitness of elite martial artists. Results. Russian martial artists are distinguished by: 1.a high level of myofibrillar hypertrophy in the upper limb muscles; 2. development of maximum voluntary muscle strength in the upper limbs; 3.significant accuracy and speed of response to stimuli in the “Reaction to Light” and “Reaction to a Moving Object” tests; 4. a high ability to resist fatigue when solving cognitive tasks of increasing complexity; 5. a high level of coordination and aerobic endurance, indicating a high level of sensory and central reflex development. These advantages enable Russian athletes to effectively perform in grabs, strikes, and throws, which involve the muscles of the upper limbs. Chinese athletes show predominantly myofibrillar hypertrophy in the thigh and lower leg muscles, enabling them to more effectively deliver kicks to the opponent’s head, torso, and thigh using kicking techniques. The most informative test for assessing the coordination abilities of martial artists is the “Target” test, performed in a classic imitation-mimicking fighting stance. Among the tests characterizing the specialized performance of martial artists, the “Shuttle Run” test (3 x 10 m (sec)) is the most informative, demonstrating the highest degree of reliable differences. The key points for modeling the functional fitness characteristics of martial artists were indicators of aerobic fitness and upper limb muscle strength. The identified range of aerobic endurance and maximum voluntary hand muscle strength development can serve as a guide for focusing physical training loads on elite, highly skilled martial artists from various global Sanda schools.
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Modern sports tendencies and new language challenges
Статья научная
Recently, one of the challenges for all those who are faced with a sports terminology in the Serbian language is the proper use and understanding of a number of new sports terms that occur with the advent of new sports activities, due to the fact that they are in their original English forms used as a linguistic borrowings in Serbian. The question of use (adaptation) of these terms (in Serbian) is very significant from the perspective of sports and standardization of Serbian sports registry, as well as from the perspective of linguistics in general and standardization of the Serbian language as a whole. The aim of this paper is to consider the specific sports and linguistic issues and analyze certain examples in order to point out how we should treat these terms.
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Motivation for physical activity among athlets and recreational participants in Serbia
Статья научная
The aim of this study was to examine the structure of motivation for engaging in physical activities among athletes and recreational exercisers, to analyze gender differences and the association between motivation and age, and to assess the reliability of the MPAM-R questionnaire in a domestic sample. The study included 175 participants from Serbia (78 athletes and 97 recreational exercisers; 70 men and 105 women), aged 16 to 67 years. The questionnaire includes five subscales: interest/enjoyment, competence, physical appearance, physical fitness, and social motives. The analyses included descriptive statistics, the Mann–Whitney U test, Spearman’s correlation, and an assessment of instrument reliability (Cronbach’s α). The most prominent motives among participants were competence (M=33.23) and interest/enjoyment (M=30.35), while social motives were the least represented (M=19.25). Athletes demonstrated significantly higher levels of interest/enjoyment (p=0.01), competence (p=0.02), and social motives (p=0.00) compared to recreational exercisers, whereas no significant differences were found in physical appearance (p=0.85) or physical fitness (p=0.85). No gender differences were observed across motivational dimensions (p values ranged from 0.06 to 0.27). Motivation was not significantly associated with age (p values ranged from 0.13 to 0.69). Cronbach’s α coefficients for all subscales were high (α=0.92˗0.97), confirming the reliability of the instrument. The findings highlight the predominance of intrinsic motivation in both athletes and recreational participants and provide practical implications for the design of sport and recreational programs aimed at promoting long-term engagement in physical activity.
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Notational analysis of top Ukrainian karate fighter Stanislav Horuna’s matches in WKF competitions
Статья научная
The aim of this research was to conduct a video analysis of WKF matches featuring Stanislav Horuna, focusing on all match parameters that influenced his victories and defeats. The essence of this research is to analyze and compare the results achieved by this fighter and his opponents. The sample that was analyzed as part of this research consisted of top WKF kumite matches of Stanislav Horuna. More precisely, 12 fights from 2012-2020 in the senior - 75kg category are included. All variables were registered and tracked within each bout, using Lince multi-platform sports analysis software (Lince_1.21 version). The monitored variables were: the time of the action, the technique used during the attack or counterattack, the guard during the implementation of the scoring techniques, the type of points achieved and their frequency, the number and type of penalties received, the outcome of the match (winner and non-winner), the effectiveness of the techniques (scoring and non-scoring). By analyzing 12 matches of the Ukrainian fighter, it was recorded that the total number of his attacks was 203, and that 20 actions were goals (efficiency 9.85%). Gyaku zuki jodan was his the most common punch technique. On the other hand, the total number of all attacks by his opponents was 173, of which 20 were hits (efficiency 11.56%). This case study confirmed that by applying the score analysis of the matches of the top karate player Stanislav Horuna it can contribute a lot to the development of the way of fighting at the top level.
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Статья научная
This paper examines digital transformation in sports and media organizations as a complex process that extends beyond technological adoption to include organizational and managerial change. The study is based on a conceptual review of contemporary literature from the fields of sport management, media studies, and information systems. The findings indicate that successful digital transformation depends on the development of dynamic capabilities, cross-functional integration, and effective data governance. At the same time, increasing reliance on digital platforms and artificial intelligence introduces new challenges related to control, transparency, and trust. The paper contributes to the literature by proposing a conceptual framework that integrates organizational, technological, and managerial dimensions of digital transformation in sports and media contexts. The results suggest that sustainable transformation requires balancing innovation with governance, as well as technological advancement with ethical responsibility and stakeholder trust.
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Participation of parents and teachers in stimulating physical activity in preschool children
Статья научная
Significance of physical activity in children, when the period of fastest neuropsychological development is exactly in the early period, together with development of functfons, determine the goal of our research. Specially designed questionnaire for this research analyses quantity and partly the quality of physical activity systematically performed in preschool institutions as well as involvement of parents in stimulation of physical activity of their children. The sample included 106 parents whose children are in preschool institutions in 3 different groups and 36 educators in the City of Banja Luka. Gathered information indicate insufficient systematically led physical activity in preschool institutions as well as by the parents.
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Статья научная
In the modern sports environment, personal branding of athletes has become a key factor in creating market value and recognition, especially through digital communication channels. This paper explores how athletes utilize digital marketing and communication strategies to build their personal brand, strengthen audience relationships, and enhance their commercial appeal. By analyzing practical examples and theoretical models, the study examines the impact of social media, content marketing, and authentic communication strategies on the development of personal brands. Special attention is given to the commercial potential of such branding, including sponsorship collaborations, product creation under the athlete’s own name, and direct monetization of online presence. The conclusion highlights the growing importance of strategically managing athletes’ digital identities and the need for education in this field.
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Pilates exercise in development of certain segments of motoric status in women
Статья научная
The research was performed in order to determine the effect of 3 months pilates exercise in experimental group of women on the level of certain motoric abilities. Research and testing process are conducted on a sample of40 women (20 in experimental group and 20 in control group) from 20 to 40 years old in the premises of aerobic studio "NIA" in Niš. Examined motoric abilities were evaluated by strength, balance, endurance and flexibility tests: Flamingo Balance Test, Balance Board Test, Isometric Back Strength Test, Sguats Test, Abdominal Endurance Test (Eurofit sit up test), Sit and Reach, Shoulder Circumduction Test and General Strength and Balance Test. After pre and post testings, the processing ofthe obtained data was conducted. In addition to analyzing the basic statistical parameters (mean and standard deviation), canonical discriminant analysis and analysis of covariance for assessing the effect of treatment were also used. The results showed that there was an effect of pilates exercise on every motoric test in experimental group of women.
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