FORMATION OF CHARACTER AND IMAGE OF SPORTSMAN AS A COMPETITIVE ADVANTAGE IN MASS MEDIA

Abstract

As with any large organization, the core value of a professional sports club and its affiliates should be to build and maintain a strong image, which can naturally be the best tool for maintaining a positive reputation for the organization and its members, a well-formed image can be a competitive advantage over other athletes, and that is why there is an increasing focus not only on the image of the organization but also on the image formation of athletes in the media. The research aim - to analyze the image elements and their significance in shaping the image of the athlete in the media. The objectives of the research: to carry out the analysis of the structural elements of athlete's image from the theoretical point of view; to define the role of the media in shaping the image of the athlete; having established the significance of the structural elements of an athlete's image, to define the impact of an attractive athlete's image and the role of the media in the image-building process. Analysis of recent research and publications. The problem of the work is what structural elements make up the image and how it can be used to create an attractive image of the athlete in the media. Cornelissen (2001), Mamedaityte (2003), Druteikiene (2003), Scott (2008), Dulworth (2008), Goffman (2000), Arai et al. (2013), Neves et al. (2015), Arai et al. (2014), Charumbira (2014; 2018), Hasaan et al. (2016) and other authors discuss aspects of organizational and athletic image development, structural elements, image creation management, the impact of a positive image on competitive advantage, maintaining relationships with target groups, the marketing significance of image-building, the role of the media in image-building, and other significant image-forming topics. The following research methods are used for the purpose of the research aim: analysis and synthesis of scientific literature; qualitative research - structured interview, qualitative text analysis. The interview questionnaire is based on the theoretical material of the research and the objectives set. While preparing the research instrument, the first part of the question categories and subcategories are formulated using the model proposed by Arai et al. (2013; 2014) MABI (Model of Athlete Brand Image), which highlights three important aspects in shaping an athlete's image. The second and third question groups are based on the research of Charumbira (2016, 2018), Hasaan et al. (2016), which analyzes the role of the athlete in shaping the image of the athlete, including the media.Conclusions. Athlete's image consists of structural elements such as the athlete's experience, which includes competitive style, athletic mastery and behaviour during competitions, attractive appearance, expressed in physical and social attractiveness, style, clothing, body beauty, and demonstrated lifestyle that is characterized by a distinctive life story, relationship endeavors where the athlete is a role model and based on the lifestyle the image and athlete's reputation are formed. While social responsibility and reputation retention play an important role. An attractive image of an athlete may in part result in advertising space, television coverage or increased sponsorship. The media plays a key role in shaping the image of the athlete and is an important tool in the process.