Theoretical Aspects of Perspective Studying of Sport Image

Abstract

The article is devoted to justification of opportunities of a sport image research from
various theoretical approaches. Research of the Russian experts in connection with identification of key
aspects of a country’s sports image formation are analyzed. The image is characterized as a synergetic
construct created on crossing of such concepts as image, symbol, stereotype, tradition, authority. The main
objectives of image are presented in the article as ways of influence at the intellectual and subconscious
level for the purpose of formation of this or that public opinion of positive nature. Key characteristics of
sport image of a state are presented as a mental construct. Such approaches to studying of image of sport
as branding, marketing, actually image are given grounds.
The conclusion is drawn that the image of the Kazakhstan sport represents the developed steady
public opinion or images of a particular sport, or sports activity in general which include the key territorial,
national, state and cultural lines of the state which, in their turn, are characterized by availability to
interpretation and understanding by wider audience