IDO MOVEMENT FOR CULTURE

Modern mass culture has been actively forming social consciousness for the several last dec­ades. The formation of this phenomenon is promoted in many respects by mass media which on one hand help people to orientate themselves in the social reality but on the other hand make them look in desperation for their places in the system of social relations. Mass media have filled practically the whole expanse of active human activity lately. The people who are notable for their high degree of social activity, for example, in politics, sport, show-business etc. suffer from such a state of things most of all. All these together have led to the creation of such a situation when the most interesting for the consumer spheres turned out to be under a rapt attention of journalists. Such a state of things has also led to the fact that by means of mass media a process of manipulation of mass consciousness takes place. Modern civilization which at the beginning of the 21st century is at the level of forming the information-oriented society actively creates various stereotypes and norms, which must be necessarily taken into consideration by consumers. How much is it moral or immoral from the point of view both of journalistic and common to all mankind ethics? First of all it is a question of sport and mass media, of the fact that modern mass culture creates a new product, offers it to a public of many millions and then begins to form for realization of its – mainly financial – interests of the consumers. Afterwards getting the information of such a kind turns into something like drug dependence which requires daily replenishment. A sport journalist not simply impartially describes sport events at the competitions; he or she adds to them a subjective interpretation. It, however, becomes a property of millions of people afterwards. But in that case does it always conform to the notion “fair”, the notion which exists in an honest and noble game? Can a sport journalist’s every mistake be qualified as premeditated as “foul” which can be analyzed in such notions as “rudeness” and “disrespect”?
The author of the article bases his work on the empirical materials and the social reality examples as well as on other materials. In his article he uses descriptive, comparative, systematic, axiological, anthropological and content-analytical methods. In result, sport attracts huge attention of mass media, however, sometimes mass media pay more attention to the play against the rules, at moments, where the positive aspects of sports activities should be underlined. The sport journalism must show the positive influence of sport on personality and society as a whole, and to promote the principles of fair play as encourage the fair behavior during competitions. Today mass media and sport play such an important role in the socio-cultural reality of the human beings that it is important to be careful in interpreting various relations which appear in the sports activity sphere. At the same time it is important not to pay attention to all that was said and written and showed and spread all that became the value of the mass social groups.