Vertybių kaita šiuolaikiniame Lietuvos sporte

LTKiekvienas kultūros produktas yra kultūrinis tekstas, parodantis tam tikras reikšmes ir vertybes. Turint omenyje, kad sportas kiekvienoje visuomenėje yra susijęs skirtingais ryšiais su kultūra, kalbėti apie sporto kultūrą įdomu dėl čia atsiskleidžiančių, kuriamų ir perkuriamų reikšmių ir stereotipų. Straipsnyje siekiama aptarti sporto kaip populiariosios kultūros teksto sampratą ir reprezentuojamų vertybių įvairovę. Kitaip tariant, sporto kaip populiariosios kultūros teksto analizė leidžia suprasti, kodėl sportas yra pripildomas besikeičiančių vertybių ir kodėl jos būtent tokios. Žvelgiant į sąsajas tarp sporto ir populiariosios kultūros, galima įžiūrėti tam tikrą vertybinę Lietuvos sporto populiarumo priežasčių kaitą: visuomenės dėmesys sporto pasaulio įvykiams yra didelis, tačiau vis dažniau jis interpretuojamas ne tiek per sportinių įvykių unikalumo pripažinimą, aptarimą ir analizavimą; kiek per jų svarbą ir reikšmę populiariosios kultūros kontekste. Aptartų pavyzdžių analizė rodo, kaip įvairūs skandalai ir dėmesys antraeiliams, su sportu mažai susijusiems, tačiau kasdieninėje rutinoje aktualizuotiems reiškiniams tarsi tampa sporto įvykių pakaitalu. Populiariosios kultūros siekis eskaluoti visuomenės fantazijas ir būti malonumo šaltiniu, apsunkina sporto raidai reikalingą esminių sporto problemų identifikavimą. [Iš leidinio]Reikšminiai žodžiai: Medijos; Pramoga; Sportas kaip kultūros tekstas; Sporto kaip kultūros tekstas; Vertybės; Entertainment; Media; Sport as cultural text; Values.

ENDuring the second half of the 20th century, professional sport was penetrated by tendencies of reflexive modernity. Sport is now driven and could be described by the interrelated processes of commercialization (exploitation of an object or practice for capital gain), corporatization (the structuring of sport for profit maximization) and spectacularization (the production of entertainment driven experiences) (Andrews 2009). Sport has always been related with entertainment, but today we can see the attempts to transform sport to a source of pleasure. The aim of the paper is to discuss the change of the values represented by sport as a cultural text. Wide range consumption of sport (interest in sports news, events attendance, victories celebration, attribute consumption, etc.) shows that sport has become a source of public amusement, pleasure and entertainment. By creating and recreating, echoing and reinforcing existing values, sport is being developed as a text of popular culture. The main characteristic of popular culture is its formation: never-ending interpretations of the same cultural texts. Sport as a source of pleasure is never built from news or sporting events. The meaning of pleasure is being built by the users themselves by interpreting these news and events. For example, victory or defeat are usual practice in sport as well as games, trainings etc. Sensational victory or disappointing defeat is made by consumers. The meanings of sporting events are created in particular contexts which are determined by a specific social context. The importance of popular culture texts lies in constant circulation, interpretation and reinterpretation process, but not in the texts themselves.Texts are undoubtedly the most important actors in the process, but they must be interpreted among other cultural texts and particular social reality (Fiske 2005: 4). Popular culture texts are not sufficient in themselves, they are inadequate, lonely and isolated. Their meanings are not perfected. They are built to provoke meanings and pleasures. Complete and full-fledged they become when are inserted in people’s daily routine and everyday culture. That is why sport is no longer just a sport in the context of pop culture, it is arena of celebrities, a place filled with popular illusions and promises of its fulfillment. Looking at the relationship between sport and pop culture, it is possible to notice certain causes of the values change in contemporary Lithuanian sport: public attention and awareness of the sports world events are great, but more often they are interpreted, not through the recognition, discussion and analysis of the uniqueness of sports events, but through their importance and significance to popular culture in general. The analysis of discussed examples showed how various scandals and focus on secondary, with a little sports-related, but actualized in the daily routine events, are becoming a substitute of sporting events. The desire of popular culture to escalate public imagination and become a source of pleasure, compound the identification of the major sporting problems. However, Lithuania is not an exception in this process, finally, the penetration of popular culture in the sports is not evil in itself. The criticism of sport as a popular culture text is related, not with the attempt to eliminate the manifestations of popular culture, but with the attempt to identify the existing reality and open up for opportunities and various alternatives. [From the publication]

• Sociologija / Sociology
• Komunikacija / Communication
• Edukologija / Education