Keep Calm and Do Sports: Demonstrative Consumption and the New Role of Sport Industry

Wednesday, 18 July 2018: 16:15
Oral Presentation
Konstantin MAKSHANCHIKOV, National Research University "Higher School of Economics", Russian Federation
According to polls, the share of the individuals who are regularly playing sports in 2017 has made 24%, in general play sports of 75% of the population (VCIOM). Statistical data illustrate trends to growth of number of the individuals involved in regular and periodic trainings by physical culture and sport, and to reduction of number not playing sports.

However, in the paper we note that the increasing popularity of the state programs connected with development of the infrastructure intended to sports activities change of formats and patterns of sport consumption.

Growth of the epidemics of obesity and diseases connected with insufficient physical activity belonging to the leading causes of death of adult population has drawn attention of researchers to health issues and welfare of citizens, and development of sport and creation of the conditions providing an opportunity for citizens of a message of healthy life style became one of important aspects of policy of the majority of the developed countries.

At the same time, considerable means leave on construction new and on modernization of the existing sporting venues, the state programs aimed at the development of physical culture and mass sport are developed.

We determine the model of making decision on sports, planning of expenses on occupations, the accompanying goods, such as uniform, stock and underline that people now consume not only a process of doing sports itself but also the fenomen of demonstrative consumption take place: people purchase of a uniform, download photos in social networks, visit city sport open spaces and fulfill the space with new meanings, such as networking space.

The theoretical frame explaining motivation of individuals to sports activities and also communication between them is presented.The model of participation of people in sport on a fundamental basis is made.