Academic journal article Academy of Marketing Studies Journal

Expert Analysis of Mass Media Operation during the Period of Preparation and Performance of Great Sports Events

Academic journal article Academy of Marketing Studies Journal

Expert Analysis of Mass Media Operation during the Period of Preparation and Performance of Great Sports Events

Article excerpt


Informatization and computerization of the modern society have a significant impact on the image (brand) formation of the territory--countries, regions and cities. The character and number of publications posted in the mass media are important factors in territorial branding, as a result of the exchange of information, its selection and sequencing in the mass consciousness a symbolic image of a particular territory is formed and is assigned. (Noskova E. P., 2015; Collins, A.J. & Flynn, A.C. & Munday, M. & Roberts, A., 2007) Promotion of the brand in a particular territory is necessary not only forincensement of tourism and investment attractiveness, but also for such purposes as strengthening the loyalty of local residents, promote their love to the city, region, and country.

In line with the constructionist approach in this work, the image of the territory will be considered as a set or system of generalized basic opinions, feelings and ideas about a particular region that is created and transmitted mainly through mass media with specific goals--political, economic, cultural (Noskova E. P., Prygunova M. I., Egorov D. O., 2015; Follows S.B., Jobber D., 2000).

According to the authors, the execution of sports mega-events such as the Olympics, the Universiade, and the World Cup is a good opportunity to transform the current external and internal image of host cities and regions. A large role in this process is given to the activities of local, regional, federal and foreign media (Holden J., 2007; Serikov A.V., Barkov F.A., Bazhenova E.Y., 2013). In this article, on the basis of the research the analysis of expert judgement regarding positive and negative aspects of media activities, their influence on the formation of the image of Kazan and Tatarstan during Universiade in 2013.


Specialists of "Center of Advanced Economic Research in the Academy of Sciences of the Republic of Tatarstan" held a series of expert interviews to identify expert opinion on fashion, infrastructural and cultural changes of the urban environment and the effectiveness of advertising campaigns.39 experts of the republican and federal level were interviewed. The experts were selected by us on the basis of two key criteria. The first criterion is competence in the studied subject, the second--belonging to one of the five interest groups, namely: 1) academic environment (leaders of various branches of science, university professors having degree of Candidate of Sciences--9 experts); 2) professionals working in the "Executive Directorate for Sports Projects" engaged in organization of major sports events (6 experts); 3) representatives of public authorities (national and municipal, a total of 8 experts); 4) media (8 experts); 5) the tourism sector (7 experts). The purpose of this: to represent properties, characteristics or qualities of the research subject but not study group experts. The sample was formed in the research process, it was open until the completion of the study and constantly refined in the process. The collection of empirical material was carried out until has ceased to contribute to the repetition of opinions (theoretical saturation of each category). This means that there is no new data relating to this category; the category is defined tightly enough to consider all the elements of the theory and variations of the phenomenon under study.

Data processing was performed by:

1. First of all, descriptive (narrative) analysis. Its task is to ensure that from intermittent illogical story to make a coherent organized text: firstly, chronologically (i.e., the events are described in the order in which they occurred), and secondly, thematically (all the judgments, facts about one topic are in one place), and thirdly, logically (cause and effect go together).

2. Second, meanings. It means the compression of the judgments of the interviewee to short statements, sometimes reduced to a few words. …

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