Maltseva A.V.
St. Petersburg State University, St. Petersburg

Shilkina N.E.
St. Petersburg State University, St. Petersburg

Gurieva S.D.
St. Petersburg State University, St. Petersburg

Objective of the study is to identify the links in the mechanism of passion for physical education and mass sports based on the analysis of the topics of web communications of sports communities on VKontakte.
Methods and structure of the study. Web communications of sports communities, including amateur athletes, like-minded people discussing sports topics on the VKontakte social network, were analyzed. The empirical basis of the study was the specialized communities: "WORKOUT", "Sports Library", "SPORT stole my heart" and "Justfitness". The topics of sports forum messages were detailed and structured using automated probabilistic topic modeling and subsequent socio-psychological expert analysis.
Results and conclusions. In the topics of sports communications, 5 topics were identified that contribute to passion for mass sports: (1) the topic of training and simplification of the complex with the key lexemes "train", "start", "learn"; (2-3) themes of positive and negative emotions with the key lexemes "total transformation" and "fat", respectively; (4-5) themes of individual and collective sports identity with the corresponding key lexemes "I'm super" and "we are champions".
The mechanism of passion for mass sports identified in web communications is recommended to entities supporting the development of physical education and sports in state and municipal entities for work in the web space to involve wide groups of the population in systematic physical education and mass sports.

Keywords: mass sports, social networking sites, VKontakte, passion, sports communities, sports identity, sports emotions.

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