Abstract
ABSTRACT This investigation aims (1) to describe how people associate sport with human values and (2) to analyse the relationship between media involvement with the Olympic Games and those values. Drawing upon the theory of human values [Rokeach, M. (1968). The role of values in public opinion research. Public Opinion Quarterly, 32(4), 547–559. https://doi.org/10.1086/267645], we tested whether involvement with Rio 2016 and PyeongChang 2018 Olympic Games could affect perceptions of the association between sport and human values. Involvement with Olympic Games was compared to involvement with Paralympic Games. Results indicated the existence of three values of sport (human values associated with sport): (a) equality, (b) social recognition, and (c) friendship. Involvement with Olympic and Paralympic Games have different effects on perceptions of values of sport. Involvement with Paralympic Games positively affected values of equality and social recognition. But involvement with Olympic Games did not affect such values. Implications for theory and practice are discussed.
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