THE REFLECTIONS OF THE ”SIAULIAI” BASKETBALL CLUB SPORTS ACTIVITIES IN THE “SIAULIU NAUJIENOS” NEWSPAPER : A CONTEXT OF SPORTS VALUES AS A PART OF CLUB IMAGE
Journal Title: Jaunųjų mokslininkų darbai - Year 2014, Vol 41, Issue 1
Abstract
The values of sports could be described as the signs which reveal the priorities of athletes in sports activities. Despite the locality of sports activities, the value of basketball players is reflected in the mass media, which has an influence on team image. Therefore, it is necessary to know the value – based image which is reflected in the mass media and suggest ways how the club could improve its public image. The aim of the research was to investigate the values of sports club “Siauliai” sports club, which is reflected in “Siauliu naujienos” daily newspaper. The methods such as analysis of scientific literature and content analysis were used. During the empirical research the statements which describe the values of sports typically were selected (research period of articles is September 2012 – March 2013). It was found that despite the specifity of sports activities, the values of sports is not authentic. Sports values are similar to common values which are associated with ethics, morality and development. In the articles of “Siauliu naujienos” basketball club “Siauliai” is represented as a team which demonstrates the values such as the joy of participation, team spirit, leadership and heroism. The “Siauliai” basketball club could improve their image by using public relation tools more effectively.
Authors and Affiliations
Ričardas Pranckevičius
Keywords
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