The potential and reputational risks of the sphere of elite sport in the open information space

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Vaulina K.O.
Ural Federal University named after the First President of Russia B.N. Yeltsin (Ekaterinburg).
Belov A.A.
Ural Federal University named after the First President of Russia B.N. Yeltsin (Ekaterinburg).
Linnik A.Yu.
Ural Federal University named after the First President of Russia B.N. Yeltsin (Ekaterinburg).
Narkhova E.N.
Ural Federal University named after the First President of Russia B.N. Yeltsin (Ekaterinburg).
Email: kopytova60987@yandex.ru

No. 9, pp. 107–109

Published: 25.09.2026

CC BY-SA 4.0

Abstract

Objective of the study is the determination of the risks of the image of elite sport in the open information space. Methods and structure of the study. The research tasks included the analysis of the information space of social networks in the context of the identification of potential and reputational risks, and the determination of the image of elite sport in social networks. The object of the study is the image of elite sport in public opinion, the subject is the activity of the actors forming the image of elite sport. The main research instrument is the traditional analysis of media websites and social networks. Results and conclusions. It was revealed that, with the aim of realising the traditional social potential of sport, it is necessary to take into account the factor of the information influence on the part of elite-sport athletes in management models. Negative situations in the open information space have a more prolonged character and a greater degree of discussion in the networks than examples of a positive plan. In this aspect, technologies of forming a positive image of sport, and ways of countering negative information as a reputational risk and the devaluation of the social potential of sport, acquire special significance.

KEYWORDS

elite sport, open information space, social potential, reputational risks, public opinion.

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