Orientation and intensity of the broadcast value orientations in the sports environment in the Russian mass media

The relevance of the conducted research lies in the fact that at the present stage of society development, mass media, broadcast content, is an important factor of socialization, formation of models of socially adequate behavior, generally accepted value orientations of individuals - its consumers, including young athletes. Nevertheless, many value orientations are still not formed, moreover a neutral or positive attitude towards unacceptable social phenomena is could often be detected. The aim of the study is to identify and analyze the direction and intensity of the transmission of the values theme in sports in the Russian mass media. Content analysis of such Russian Internet media as “Championat.com”, “Sport24”, “RIA Novosti Sport” (sports - soccer, hockey, figure skating) was carried out. The study was conducted over a three-month period (February - April 2023). As a category of analysis, the concept of “value orientations in sports” was used, which was further divided into several units of analysis. The search was carried out with the help of keywords divided into several groups representing generally accepted value orientations characteristic of the sphere of sport. The following conclusions are drawn as a result of the analysis. Firstly, there is a paucity of materials touching upon the topic of socially approved value orientations. In various media such publications range from 0.5 % to 3.0 %. Secondly, in those publications that are available, the media broadcast an ambivalent and, at times, contradictory attitude to certain manifestations of deviant behavior and violations of generally accepted values, there is no clear understanding of what is acceptable in each sport and what is not.