Dr.Hab., Professor I.V. Manzheley1
1Tyumen State University, Tyumen
The article considers the issue of the educational potential of the local media in the sporting lifestyle promotion initiatives focused on university students. The experimental and survey efforts of the authors including analyses of the SIBINFORMBUREAU agency reports and the students’ opinion polls using special questionnaire survey forms geared to analyse the students’ values; local media influences and media trust rates; and the students’ priorities and motivations in the context of the local media contribution to the sporting lifestyles promotion initiatives. Subject to the survey under the study were 200 students (50 men and 50 women of the first- and second-year bachelors’ courses) from Tyumen State University. The study analysed the preferences of the Tyumen region residents for the local mass media services; and outlined the present hierarchy of the students values and motivations, their degrees of involvement in the local mass media and its resource building process.
Keywords: media, educational potential, sporting lifestyle, students’ values and preferences.
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