Journal articles - Sport Mediji i Biznis
All articles: 171
Metaphorical language in specialized and popular scientific texts
Scientific article
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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Scientific article
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
Scientific article
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
Scientific article
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
Scientific article
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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Scientific article
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
Scientific article
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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Scientific article
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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Scientific article
Introduction: The modern corporate environment in SEE countries, including Serbia, imposes high professional demands on employees, often triggering professional stress and work-family conflict. This pressure is particularly critical during the midlife transition (ages 40–64), a period already vulnerable to existential and developmental crises. Aim: This study aimed to examine the relationship between work-family role conflict, professional stress, and the sense of meaning in life among active employees in Serbia, while positioning physical recreation as a strategic human resource management (HRM) intervention. Materials & Methods: From a larger nationwide sample, a distinct sub-sample of N=204 gainfully employed middle-aged participants (40–64 years) across five statistical regions of Serbia was analyzed. Standardized instruments were utilized: the Work-Family Conflict Scale (WFC), the Role Quality and Professional Stress Index, and the Meaning in Life Questionnaire (MLQ). Results: Statistical analysis revealed that overall work-family role conflict displays significant age-related variance (F=2.24, p=.041), reaching its absolute developmental maximum during late midlife (ages 55–59; M=39.51). Conclusions: Integrating these findings with empirical evidence on physical activity, the paper outlines actionable corporate wellness strategies for Serbian enterprises. Implementing targeted physical recreation within companies can systematically alleviate professional stress, enhance employee retention, and mitigate midlife burnout.
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Pilates exercise in development of certain segments of motoric status in women
Scientific article
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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Positional differences in explosive power, speed and agility in adolescent handball players
Scientific article
Handball determines as a complex, team sport, where high-intensity activities are followed by short-term movements and low-intensity activities. The aim of this research was to determine whether there are differences in the explosive power of the lower extremities, speed and agility in adolescent handball players in relation to their position in the team. The sample of respondents consisted of 16 young handball players with handball experience 5.88 ± 1.86 years and age: 16.75 ± 1.29 years: who were divided into subsamples depending on the position they play: goalkeepers (n=6) wings (n=6) and defenders (n=4). The results showed statistically significant differences only in slalom agility test, while there were no significant differences in vertical jump height and speed tests. Subsequent comparisons, using the Tukey HSD test, show that players in the position of goalkeeper (M = 0.75; SD = 0.28) and wings (M = -0.75; SD = 0.28) differ statistically significantly (p = 0.04) in the results of the slalom test. These results may prove to be beneficial for talent assessment and evaluation as well as for the creation and improvement of position training regimens. Additionally, enhancing the position-specific profiling, it would appear worthwhile to incorporate additional performance assessments in future research that concentrate on muscle strength or reaction times in all positions of the team.
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Scientific article
The present study investigated pre-service physical education (P.E.) teachers’ attitudes, intentions, and perceived behavioral control (PBC) regarding the inclusion of children with disabilities in mainstream schools, as well as the relationships among these variables. It further examined the effects of gender and year of study and explored the association between perceived academic preparation and perceived teaching competence within the TPB framework. A total of 176 P.E. students (68 males, 108 females) completed validated questionnaires. Descriptive findings indicated high intention (M = 6.02, SD = 0.82) and positive attitudes (M = 5.74, SD = 0.67), whereas PBC was moderate (M = 5.00, SD = 1.15). Year of study did not significantly affect TPB variables (p > .05), while female students reported significantly higher intention scores than males, t(174) = −2.44, p < .01. Correlation analyses revealed significant positive associations between attitudes and intention (r = .457, p < .01), intention and PBC (r = .451, p < .01), and attitudes and PBC (r = .273, p < .01). Moreover, perceived university preparation was strongly associated with perceived teaching competence (r = .637, p < .01), which was moderately related to attitudes (r = .278, p < .01) and intention (r = .264, p < .01). The findings highlight the central role of university preparation in strengthening inclusive dispositions and perceived competence among future P.E. teachers.
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Prescription of the physical activity for prevention and treatment of diseases
Scientific article
It has long been shown that understanding of the impact of physical activity and exercise on the prevention and treatment of a large number of diseases is of great importance. Scientific evidence confirms that prescribing of individually programmed physical activity by a professional person is of great importance in the therapy of metabolic syndrome, diabetes, dyslipidemia, hypertension, obesity, heart and lung diseases such as chronic obstructive pulmonary disease, coronary heart disease, congestive heart failure followed by intermittent claudication, muscle problems, bone and joints (rheumatoid arthritis, osteoarthritis, fibromyalgia, osteoporosis, chronic fatigue syndrome), as well as in the treatment of asthma, cancer, depression, and many mental diseases. For each of these diseases there is proven positive effect of exercise. Also, there is scientific proof of impact of exercise for prevention, improvement of the prognosis of disease, its favorable outcome and influence on quality of life. In order to achieve preventive and therapeutic effect of exercise, we must define the type and amount (volume and intensity), assess possible contraindications, especially when it comes to high-intensity exercise in elderly population and certain diseases (eg. cardiovascular disease). We present overview of guidelines concerning use of adequate intensity, type and duration of exercise in most frequent diseases (cardiovascular diseases, diabetes, obesity, musculoskeletal system diseases).
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Scientific article
Historically, journalists relied on news conferences for timely information, but recently they have become less important to media. They have adapted to the challenges of declining revenue and misinformation by using diversified strategies to gather and disseminate news. Some scholars, under such circumstances, assume media conferences will have little impact on news coverage. The key research issue in this study is whether coaches and athletes influence news coverage through their press conferences. In order to resolve this issue, we use quantitative and qualitative content analysis to assess the propensity of news in printed media to incorporate the sportsmen’s rhetoric into stories that cover the sportsmen’s press conferences. We find that news reports on the media conference rely heavily on the sportsmen’s words, indicating that it is an important event for sports managers’ influence of the printed media, and, consequently, mainstream electronic media, and, perhaps, the general public. The obtained results confirm the notion that media conferences remain a useful form and function, such as an organization agency responding to a crisis situation, when is very important to hear information directly from an expert’s voice such as a coach of national football.
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Scientific article
The rising incidence of childhood obesity among preschoolers presents a substantial global public health challenge, with rates climbing to epidemic levels. This study aims to evaluate the occurrence of overweight and obesity among young children in Bujanovac utilizing benchmarks from the World Health Organization (WHO) and the Centers for Disease Control and Prevention (CDC). The analyzed cohort comprised attendees of the “Naša radost” kindergarten in Bujanovac. A group of 106 individuals took part, consisting of 50 boys (47%) and 56 girls (53%), aged between 3 and 6 years (44–77 months). Anthropometric metrics including body mass and height were documented for each subject to determine their Body Mass Index (BMI). These BMI calculations were subsequently benchmarked against WHO and CDC reference frameworks. Under the WHO standard, 11.3% of the subjects were identified as overweight and 14.2% as obese. Concurrently, the CDC guidelines identified 13.2% as overweight and 12.3% as obese. Both evaluation metrics yielded an identical aggregated overweight and obesity rate of 25.5%. These outcomes indicate that excess body mass among preschoolers in Bujanovac aligns with trends seen in Western Europe while surpassing figures documented across Middle Eastern and African regions. Furthermore, no statistically meaningful variation appeared between the WHO and CDC interpretive models for defining weight categories within this sample (p=0.716). The notable presence of excess weight documented here highlights an urgent necessity for targeted preventive initiatives and public health frameworks designed to lower these metrics and mitigate the long-term health risks linked to early childhood obesity.
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Primena six sigma i Pareto dijagrama u košarci
Scientific article
U sportu – cilј je pobeda. Izabrani igrači, zajedno sa strategijom koja se koristi na terenu, primarno su oružje svakog tima. „Siks sigma” (Six Sigma) promoviše procesni pristup, tj. identifikuje greške, a po prioritetu bira one najbitnije i na njih deluje cilјano. Pareto (ABC) dijagram je grafička metoda za analizu pojava kojom se vrši rangiranje veličina/pojava ili grešaka i njihovih uzroka u opadajućem redosledu. Svrha ovog rada je podstaknuti razmišlјanja o tome koliko su koncept „Siks sigma” i Pareto dijagram primenlјivi u košarci i šta je to zbog čega su tako privlačni za mnoštvo uspešnih košarkaša, trenera i klubova u svetu.
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Promotion and public relations in the sports market marketing perspective
Scientific article
This text reviews the book in the form of a monographic publication entitled Promotion and Public Relations in the Sports Market - A Marketing Perspective. The growth of the sports market requires a more serious scientific approach to the analysis of its segments, but also a better insight into the specifics of its development, given that they are the basis of the application of promotional resources The following analysis is based on the fact that promotion is an integral part of marketing, then that scientific literature in the field of changing promotional potentials on the sports market is not sufficiently represented in Serbia and neighboring countries, and that there is a need to publish at an academic level. After a short review of the existing literature that contains the terms promotion, marketing, and sport in the title, the latest edition of the mentioned monographic publication is highlighted. The reasons are in the adequate selection and optimal combination of marketing and promotional topics, then in the structure that indicates a scientific approach, and in the positioning of the key communication potentials in the sports market concerning the segment, and thus its particularities. The aim of this article in the form of a review is to point out the significant contribution of the mentioned monographic publication to the academic environment and to the practice of the sports market.
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Psychosocial predictors of return to sport after sports injury: A systematic review
Scientific article
Return to sports (RTS) activities after injury represents a complex process in which psychological and psychosocial factors play a significant role. This paper provides a comprehensive evaluation of the characteristics of these predictors and their impact on the course of recovery and the final outcome of RTS after injury. The selection of relevant research literature was performed through electronic databases: PubMed, Scopus, Web of Science, and PsycINFO, while the screening and literature selection process itself followed the established protocols of the PRISMA 2020 declaration. Nineteen original research studies tracking three thousand five hundred seventy athletes were identified. Qualitative synthesis showed that higher levels of negative psychological constructs, primarily fear of reinjury, anxiety, depression, and kinesiophobia, were associated with a longer course and more unfavorable recovery outcomes. Psychological readiness, confidence, self-efficacy, and motivation were recognized as predictors of successful RTS, but also of an increased risk of occurrence of reinjuries. Social support and adaptive coping strategies showed a protective effect through the improvement of psychological readiness and the reduction of emotional distress. RTS represents a multidimensional process that requires an integrated assessment of physical, psychological, and psychosocial factors.
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Scientific article
The modern lifestyle unfolds in a stressful environment, and scientific research on stress reduction methods provides valuable insights that can enhance the quality of life. One method that stands out based on research is exercise. In this paper, we analyze the benefits of exercise for the modern individual. The field that addresses this topic is Exercise Psychology, a distinct and independent scientific discipline, highlighting its significance in contemporary society. Special attention is paid to explaining the relationships between concepts such as exercise and mental health. The aim of this paper is to demonstrate the mental benefits of exercise for the modern individual.
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Scientific article
Purpose: This study examines the role of asset revaluation and IT support systems in improving the financial transparency and decision-making processes of sports organizations and clubs in Serbia. Methods: A cross-sectional survey was conducted among 117 top managers of sports organizations in the Republic of Serbia. Data were collected using a structured questionnaire measuring five factors: realistic financial presentation of assets, reporting reliability, operating profit growth, cost reduction, and IT system security. Differences between managerial assessments before and after asset revaluation were analyzed using t-tests. Results: Statistically significant differences (p < 0.001) were observed across all analyzed factors, indicating that asset revaluation and improved IT support systems are associated with higher managerial confidence in financial reporting and decision-making. Conclusion: The findings suggest that systematic asset revaluation combined with IT-supported financial management may significantly improve transparency and strategic decision-making in sports organizations. Future research should examine causal mechanisms and organizational constraints affecting the implementation of such practices.
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