Spordiala imago kujunemine neoliberaalses ühiskonnas (korvpalli näitel)



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Tartu Ülikool



Sport has always been a part of the human society. Fighting Gladiators and noble Olympic Games both have represented respectively parts of the sport human beings enjoy watching and practicing. Lately, though, it seems that chasing financially oriented well-being has shifted the importance of sports as a part of healthy and idealistic life. The balanced seems to have been shifted towards entertainment and business industry. This work tries to bring out the tendencies in the process of creating sports image between the values in the society, print medias’ representation of sports, sponsors’ views on sponsoring and athletes’ image on their sports. Methods used in this work include secondary analysis in existing values in Estonia, quantitative and qualitative text analysis, interviews with sponsors and Semantical Differential analysis with athletes. The results revealed that health is the most important value to the Estonians. At the same time it was clear that Estonians use prescription drugs in order to take care of their health and forget the importance of sports and nutrition. The reason could lie in the fact that print media in Estonia (represented by the newspaper Postimees) has reduced the amount of sports news in its content. There was also evidence that Postimees was more concentrated in news about pro sports and handled athletes as entertainers. At the same time representatives of companies admitted that when it comes to dividing the money to sports institutions and athletes they consider sports covered over the media as advertising and youth sports as charity. Athletes playing basketball in different leagues share an opinion that the sport they play is theirs. The clearest and most positive image of basketball is shared by the pro players, minor league players are more critical towards their hobby characterizing it as powerless and decreasing and young players share an opinion that Estonian basketball is more characterized by being unequal and unclean. In conclusion, it can be said, that in the case where media and sponsors send people messages that show sports as entertainment and a plain place to advertise, the actual physical activity can alienate from the audience and became a part of a very small publics.


H Social Sciences (General), bakalaureusetööd, ajakirjandus, spordiajakirjandus, sport, korvpall, kuvand