Media Sports as a Social Substitution Pseudosocial Relations with Sports Figures

Abstract

The aim of this paper is to describe the communicative situation of sports in media as a pseudosocial relationship which the recipients have towards the athletes. It will be shown that this surrogate communication functions on the basis of the identification and symbolic effect of those values and norms systems which prevail equally, both in sport and society. It will also prove that sport is outstandingly appropriate for symbolic transfer, as its culture- specific action pattern (in the context of social value structures) shows itself particularly clearly and definitely. Reducing complexities to the level of "outdoing others" in the set framework of the rules of various sports, facilitates communication through the media with the public and makes sport a central source of "life motivation" and social gratification. In addition, media sports serve as an institution of release for the recipients.