Lubysheva L.I.
The Russian University of Sport «GTSOLIFK», Moscow

Objective of the study is to identify the mechanisms for eliminating the negative impact of medialization on the athlete's value system.
Methods and structure of the study. An analysis of scientific literature was conducted. The research used the scientific source base available on the cyberleninka.ru platform as the information content.
Results and conclusions. It has been shown that the sports culture of an individual, formed on the principles of media literacy, professionalism, and the athlete's internal values, is a powerful tool for protecting athletes from the negative effects of medialization. From a cultural perspective, the formation of the values system of sports youth in the media space is based on traditional attitudes towards fair competition and just struggle.
Focusing on training, developing skills, and achieving personal records in sports, as well as being convinced of one's values and attitudes, and understanding the mechanisms of manipulating public opinion, helps athletes to distract themselves from negative media influence and maintain positive motivation.

Keywords: cultural approach, medialization, athlete, impact.

References

1. Ezhova, T.V. and Gilazieva, L.R. (2018) 'The role of the media environment in shaping youth value orientations', Vestnik Nauki, (7), pp. 12–21.
2. Lubyshcheva, L.I. (2013) 'Personal sports culture in the aspect of sociological analysis', in Sports culture as an object of philosophical and sociological knowledge: materials of the Round Table, March 22, 2013. Moscow: Fizicheskaya Kultura, pp. 9–12.