The Representation of Russia in Sporting Mega-Events: Multimedia Abilities and Audience Restrictions

In 2013, Russia hosted the XXVII World Summer Universiade in Kazan, world sporting contest among youth and students In 2014, Russia hosted the XXII Winter Olympic Games and Winter Paralympic Games in Sochi. In the opinion of the International Olympic Committee, 2014 Sochi Olympics beat many records of the whole history of winter Olympic Games in many aspects.In February 2016, Ulyanovsk held XXXVI World Bandy Championship. In 2018 Russia, for the first time in history, will host FIFA World Cup. In 2019, Krasnoyarsk is going to host the XXIX World Winter Universiade. Media platforms are already brimming with promotional videos and theme flash mobs. From the Russian sports life of the recent years we can see that sporting mega-events have become regular practice, despite economic and political issues. In my work, I would like to analyze the broadcasts of the major scenes of those sports events and to unravel the main trends of the mass-media representation of this country’s image in terms of hosting international games and championships. Thus, in the course of my research I am going to perform detailed examination of the theoretical base on the subject, supported by the earlier sociological research and academic papers. Then I will investigate the empirical base of my research and perform detailed analysis of the chosen fragments of the top sporting mega-events that have taken place in Russia over the past few years. After completion of the practical part, I hope to come to conclusions which will make it possible to use my research in the practical work of journalists and other specialists whose job is linked to media industry.