Abstract
The research paper is based on the communicative and analytical approach making it possible to treat sports as a media system and to formulate its laws. The author does not only interpret the regulations of information perception and transmission, but also analyses the models of sports events comprehension on the semiotic level. The process of different level semiotic subsystems (visual and verbal) is considered. Sports media communication is regarded as structural and pragmatic system reflecting the specificity of its components and means of influencing the audience. The efficiency of the two-stage influence model in the sports field is emphasized. Sports is viewed on the communicative level with its specific implicit principles of functioning. The bases of tactics and strategy complex of sports events participants in the format of modern sporting mass media are researched. The reasons and forms of blurring the boundaries of sports journalism genre abroad at modern stage and transformation of its status — transition from the sports field to the game and politics sphere — are analyzed.
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