Use of social networks by various social groups in the context of the promotion of the values of physical culture and sport

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Skok N.S.
Lesgaft National State University of Physical Education, Sport and Health (Saint Petersburg, Russia).
Email: n.skok@lesgaft.spb.ru
Baryaev A.A.
Lesgaft National State University of Physical Education, Sport and Health (Saint Petersburg, Russia).

No. 11, pp. 21–23

Received: 14.09.2026 | Published: 23.10.2026

CC BY 4.0

Abstract

Objective of the study is the analysis of the use by various social groups of social networks for viewing and/or studying content directed at the formation of knowledge about physical culture and sport. Methods and structure of the study. A research toolkit was developed, a survey was conducted (questionnaire survey: handout, online) (n=582), a contingency analysis, correlation analysis (data processing in SPSS 23.0), interpretation and systematisation of the results of the study. Results and conclusions. The use of social networks and the preferences of viewing content directed at the formation of knowledge about physical culture and sport by various social groups were analysed. It was revealed that the values of physical culture and sport carry a different semantic load for various social groups, formed through the prism of the life context and the socio-demographic characteristics of the recipient of the information. It was established that the studied social groups require a differentiated approach to the channels of communication and the format of the content.

KEYWORDS

values of physical culture and sport, content, promotion of the values of physical culture and sport, adaptation of content, social groups.

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