The analysis of sports and their communication in the context of creative industries

    Stanislav Dadelo   Affiliation


The emergence of the phenomenon of sports is closely associated with the processes of communication. Sport is a social phenomenon, which solves a number of various tasks. The integrity and popularity of sport promoted the emergence and development of sport industry, integrating all human activities. The sport industry is changing with the changes in social and technological development. It is aimed at satisfying the needs of the society at various levels (i.e. personal, group, social, national and international levels). Sport helps to solve the tasks of personal growth. The analysis of sport and the basic elements of the sport industry allows for assessing the importance and determining the stages of the sport industry’s development. The phenomenon of sport and the associated industry needs a thorough study, including seemingly unrelated areas (i.e. education, physiology, psychology, law, economy, communication, culture, technologies, etc.).

Article in English.

Sporto ir sporto komunikacijos analizė kūrybinių industrijų kontekste


Sporto reiškinio atsiradimas siejamas su visuomenės komunikacijos procesais. Sportas – tai socialinis reiškinys, kuris integraliai sprendžia daugybę skirtingų uždavinių. Sporto integralumas ir populiarumas paskatino sporto industrijos atsiradimą ir plėtrą. Sporto industrija integruoja visų žmogaus veiklos rūšių sritis, vykstant visuomenės socialinei raidai ir technologijų plėtrai, keičiasi ir sporto industrija. Pagrindinis jos uždavinys – tenkinti įvairaus lygmens visuomenės poreikius (asmens, grupės, bendruomenės, valstybės, tarptautinius). Sporto reiškinys padeda spręsti ir asmenybės augimo uždavinius. Atlikta sporto ir sporto industrijos pagrindų analizė leidžia įvertinti sporto industrijos svarbą ir plėtros gaires. Sporto reiškinys ir jo generuojama industrija reikalauja plačių integralių tyrimų sujungiant iš pirmo žvilgsnio nesusiejamas sritis (edukaciją, fiziologiją, psichologiją, teisę, ekonomiką, komunikaciją, kultūrą, technologijas ir t. t.).

Reikšminiai žodžiai: turinys, plėtra, sporto integralumas, sąsajos, visuomenės poreikiai, vertybės.

Keyword : content, development, integrity of sports, interfaces, needs of the society, values

How to Cite
Dadelo, S. (2020). The analysis of sports and their communication in the context of creative industries. Creativity Studies, 13(2), 246-256.
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Apr 29, 2020
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