Mediatization of a major sporting event in the context of value polarization using the example of the opening ceremony of the 2024 Olympic Games

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Dr. Sociol., Professor Gavra D.P.
Saint Petersburg State University, St. Petersburg

PhD Savitskaya A.S.
Saint Petersburg State University, St. Petersburg

PhD Lvova O.V.
Saint Petersburg State University, St. Petersburg

Objective of the study. The present study aims to identify the main substantive aspects of media coverage concerning the general mood and subject matter of the opinions expressed about the ceremony.
Methods and structure of the study. As part of the theoretical stage of the analysis, the article provides a review of the scientific works of foreign researchers who have recorded the mixed reactions of viewers in various countries. The object of empirical research is the reflection of the opening ceremony in the Russian media.
Results and conclusions. The results of the work demonstrated the presence of four groups of critical comments regarding this sporting event. In contrast to the opening ceremonies of previous years, the fourth group of negative assessments was clearly manifested, which is of a value and political nature. These assessments are dictated by the decision of France, as the host country of the 2024 Olympic Games, to link the universal values of the Olympic movement with a global neoliberal, ideologically biased program. Some of the symbols, images and narrative elements used during the Paris opening ceremony come into direct conflict with the philosophy of Olympism and act as a tool dividing rather than uniting society.

Keywords: sports event, olympism, mediatization, philosophy of the olympic movement, value conflict.

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