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SOURCE:    Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art.
Issues of Theory and Practice
. Tambov: Gramota, 2012. № 3. Part 2. P. 16-18.
SCIENTIFIC AREA:    Culturology
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Baikova Mariya Aleksandrovna
Russian State University of Physical Culture, Sport, Youth and Tourism

Abstract. The author substantiates the necessity of the cultural research of sport as a social practice integral part, considers sport phenomenon in terms of its value content, discusses mass media role in the representation and transformation of the value structure of this activity sphere, and conducts the comparative research of sport axiosphere representation in sport printed press of soviet and post-soviet periods.
Key words and phrases: спорт, аксиология, ценности спорта, масс-медиа, печатные средства массовой информации, sport, axiology, sport values, mass media, printed mass media
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