The European Proceedings of Social & Behavioural Sciences EpSBS ISSN: 2357-1330 https://doi.org/10.15405/epsbs.2019.08.02.87 III PMMIS 2019 Post mass media in the modern informational society "Journalistic text in a new technological environment: achievements and problems" THE VALUE OF THE CONTENT IN THE NETWORK RESOURCES SPORTS Valery Kostikov (a)* *Corresponding author (a) Moscow Academy of Finance and law, Serpukhovskiy Val, 17-1, Moscow, Russia,
[email protected] Abstract In modern studies of sports the vector of its axiological component is actualized. The appeal to symbolic models, cultural patterns, meanings associated with sports is relevant in the conditions of sharp politicization and commercialization of sports. As an integral part of culture, sport has full value in itself and thus constitutes the highest humanistic value. Sport is turning into a new socio-cultural mechanism that fills in its own way the cultural "voids" formed during the desacralisation of society, in the context of reducing the role of traditional religious values in people's minds. At the same time, sport in the postmodern paradigm changes its socio-cultural values: the axiological component of sport is influenced by economic and political factors that lead to changes in the content, hierarchy of values in the ideology and practice of sport. This fact confirms the activities of international sports organizations and their reflection in the media. Value criteria of sports information are revealed in media texts of journalism, advertising, PR, which reflect the essence and features of the sports process. The means of assimilation of values is their translation into media resources with the help of a set of techniques: the accentuation of emotions and values, the awakening of adequate emotions, the use of emotional and value contrasts, as well as through interest and experience.