Generation-specific socio-cultural factors of influence on the popular sport development processes



Dr.Sc.Cult., Professor M.V. Averina1
1Moscow State Linguistic University, Moscow

The paper analyzes the influence of sociocultural factors identified in the framework of the theory of generations on the development of modern sports. In order to assess the degree of influence of the discussed factors specifically on the development of sports one need to take into account qualitative and quantitative parameters for both visible changes and latent ones. Trends in the development of sports preferences are determined mainly among generations Y and Z. Based on the general characteristics of the generations under study, the author notes certain trends in the development of sports preferences. For generation Y, sports are considered primarily as a way to keep the body in good shape, as an opportunity to get an additional portion of positive emotions, as a source of endorphins and adrenaline, orientation to collective sports where there is no winner and loser, “friendship wins” and everyone receives “thanks for participating in the competition ”(Alsop Ron, 2008).
Generation Z prefers activity in the virtual world. Two media companies - Activision Blizzard, one of the largest in the field of computer games and entertainment, and the leading publisher of video games Electronic Arts are betting on the revolutionary development of e-sports. Especially since in 2022 in China at the following Olympic Games eSports competitions were announced: League of Legends and Pro Evolution Soccer.

Keywords: sport, theory of generations, sociocultural factors, millennials, centenials, sociocultural dynamics.


  1. Gerasimova A. 12 innovatsionnyih fitnes-proektov dlya millenialov [12 innovative fitness projects for millennials]. [Electronic resource]. Available at:
  2. Kaminskaya A. Lichny opyit: za i protiv fitnes-chellendzhey [Personal experience: the pros and cons of fitness challenges]. [Electronic resource]. Available at:
  3. Maletin S. Osobennosti potrebitelskogo povedeniya pokoleniya Z [Features of consumer behavior of generation Z]. Rossiyskoe predprinimatelstvo. 2017. v. 8. no. 21.pp. 3348-3360.
  4. Mikheev O. Kak virtualnaya realnost primenyaetsya v sporte[Virtual reality in sports]. [Electronic resource]. Available at:
  5. Ozhiganova E. Teoriya pokoleniy N. Houva i V. Shtrausa. Vozmozhnosti prakticheskogo primeneniya [Generation Theory of N. Howe and V. Strauss. Possibilities of practical application]. Upravlencheskiy uchet i rossiyskiy biznes. 2015. no.1. pp. 94-97.
  6. Sotsiokulturnyie issledovaniya sferyi fizicheskoy kulturyi i sporta v fokuse publikatsiy TiPFK (2000-2017.) [Sociocultural studies of physical education and sports sector in focus of TiPFK publications (2000-2017.)]. Scientific and pedagogical schools in physical education and sports sector. Proc. International res.-practical congress dedicated to the 100th anniversary of SCOLIPE, May 30-31 2018. v. I. М.: RSUPESYT publ. , 2018. pp. 366-370
  7. Alsop Ron. The Trophy Kids Grow Up: How the Millennial Generation is Shaking Up the Workplace [Electronic resource]. Available at:
  8. Generations: The History of America’s Future, 1584 to 2069. 1991. Millennials Rising: The Next Great Generation. 2000.
  9. Howe N., Strauss W., Generations: The History of America’s Future, 1584 to 2069. New York: William Morrow & Company, 1991.
  10. Sirin Kale Squat party: how the gym became the new nightclub [Electronic resource]. Available at:
  11. Timotheus Vermeulen, Robin van den Akker Notes on metamodernism. Journal of AESTHETICS & CULTURE Vol. 2, 2010. Available at: