Mixing sports and political journalism: modern communication technologies


Dr. Pol., Professor S.B. Nikonov1
Dr. Sc. Phil., Professor E.A. Kaverina1
Dr. Sc. Soc., Professor A.S. Puyu1
1Saint Petersburg State University, St. Petersburg

Objective of the study was to identify communication technologies that are used to broadcast political discourses in the sports field and in sports journalism.
Methods and structure of the study. During the work on the article, the methods of theoretical and system analysis, participant observation were used. The relevance of the work lies in the fact that in the context of globalization, sports and sports journalism are becoming important political, social and economic factors that require an interdisciplinary and systematic approach when studying.
Results and conclusions. A hypothesis has been developed about the changing role of sports journalism due to the fact that sports events and sports content are engaged by geopolitical brands, media business and focused on solving strategic and operational external and internal political tasks. The communication technologies that are used to mix the discourses of sports and political journalism are defined. These communication technologies include: branding technologies, creation of special events, storytelling and infotainment technologies.

Keywords: sports journalism, communication technologies, media sports, special events, storytelling, branding.


  1. Alekseev K.A., Ilchenko S.N. Osnovy sportivnoi zhurnalistiki [Fundamentals of sports journalism]. Study guide for university students. Moscow: Aspect Press publ., 2016. 240 p.
  2. Bekurov R.V., Lingzhi Lai, Maryina L.P. Mediastrategii professionalnykh futbolnykh klubov [Media strategies of professional football clubs]. Teoriya i praktika fizicheskoy kultury. 2022. No. 5. pp. 40-42. Available at: https://cyberleninka.ru/article/n/mediastrategii-professionalnyh-futboln... (date of access: 08.10.2022).
  3. Blokhin I.N. Etnozhurnalistika v politicheskikh protsessakh: rolevoy analiz [Ethnojournalism in political processes: role analysis]. Doct. diss. abstract. St. Petersburg, 2009. St. Petersburg State University. Available at: http://www.dissercat.com/content/etnozhurnalistika-v-politicheskikh-prot... (date of access: 08.15.2022)
  4. Volodina A.A. Aktualnost GTO v Rossii, problemy provedeniya GTO i ikh resheniye [The relevance of the TRP in Russia, the problems of conducting the GTO and their solution]. Nauka i sotsium [Science and Society]. Proceedings national scientific-practical conference. 2019. Vol. 11, Part 2. pp. 169-173.
  5. Kaverina E.A. Sobytiynyye kommunikatsii v koordinatakh sovremennosti [Event communications in the coordinates of modernity]. Mezhdunarodnyy zhurnal issledovaniy kultury. 2017. No. 2. pp. 54-65.
  6. Kim M.N. Zhanry sovremennoy zhurnalistiki [Genres of modern journalism]. Moscow: Mikhaylov V.A. publ., 2004. 366 p.
  7. Korkonosenko S.G. Osnovy zhurnalistiki [Fundamentals of journalism]. Textbook for universities. Moscow: Mikhaylov V.A. publ., 2005. 389 p.
  8. Kostikov V. Tekhnologii ispolzovaniya novykh media v prodvizhenii sportivnykh brendov [Technologies of using new media in the promotion of sports brands]. MediaAlmanakh. 2017. No. 1. pp.  47-56.
  9. McQuell D. Zhurnalistika i obshchestvo [Journalism and Society]. Moscow: MediaMir; Fakultet zhurnalistiki MGU im. M.V. Lomonosova publ., 2014. 255 p.
  10. Mikhailov S.A. Sportivnaya zhurnalistika [Sports journalism]. St. Petersburg: Sankt-Peterburgskiy universitet publ., 2005. 255 p.