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Abstract
One cannot write about the relationship of young people and current sports stars in modern society without having previously studied the processes of mediation and globalisation of sport, and the transformation of traditional social values. The goal of the science and practice engaged in sports and education of young people is a constant quest for preserving universal ethical values and reconciling them with the modern-day social processes. This paper will present the result of a survey conducted with adolescents in five different Serbian cities in order to find the answer to the question if sportspersons were their favourite television role-models. According to the results of our survey, 45% of adolescents do not have a favourite TV personality and do not know for sure who that could be. Novak Đoković, who would be the choice of adults for a role model of the young, with 63.2% according to the survey conducted by the Ministry of Youth and Sports, scored 3.81% in our survey with adolescents who would chose Novak Đoković as their favourite TV personality. The necessity of raising media literacy of young people with the aim of clear identification of sports role models who are going to improve their quality of life still remains an open issue for further research on this course.
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