UDC 004:[316.3:008] BBK 74.58:73

Dr. Alexander Knyazev, Dr. Elena Muryukina

The article describes the main forms of personal sports culture, use of mass media in motivation of students to do sports. Sports culture of a person reveals itself in the following forms: sports-pragmatic culture (pragmatic purposes); inhumane sports culture (inhumane values; the acceptability of any means to achieve victory); the sports and humanistic culture (positive value attitude of the individual to the sport from the perspective of the ideals and values of humanism). Today a big potential for the development of sports culture is in Russian media texts (film, television, press, Internet resources).

Key words: sports culture, forms, types, students, media texts, potential.

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