Abstract

This article aims at examining the relevance of Olympic values in contemporary context. In order to understand the changes taking place in sport, we need to understand the general social and cultural trends that make according impact on sport. Functionalist theory is being used in the article to present the concept of sport and its role in society. The paper also deals with liquid society and globalization impact on the change of Olympic values. This change provides an opportunity to assess the relevance and ambivalence of Olympic values, principles and methods, and finally raise the question of whether the value based attitude is possible in contemporary sport at all? To achieve the aim of the article following tasks were raised: 1) to discuss the changing values and their impact on sport on the basis of functionalism theory; 2) to analyze the meaning of the Olympic values in the context of globalization and liquidity theories. Research methods: the article uses the method of scientific literature systematic review and comparative analysis. In functionalism theory, a society is understood as a complex system whose individual parts work together to create stability and solidarity. All areas of society are organically intertwined and harmoniously functioning structure. They are able to adapt to the changing environment and also performing specific functions. Sport as social institute, in the functionalism theory, has to adapt to the dominant trends of society (modernization, industrialization, globalization, commercialization, etc.). These trends have according impact on Sport. Global trends of consumerism determine not only the change of the Olympic movement arising from the wish to meet the changing context, but also its innovative interpretation of the values. In other words, the criticism of the Olympic movement lies not in the Olympic values and not even in its applicability. The drama is that in liquid society where social relations are fading, functionality of values is eroding and meaning of values is sinking, it seems that the Olympic values are irrelevant to the context. Social and moral aspects of the game in Sport are weak or even atrophied; meanwhile, the instrumental ones are prioritized. A myth of modern sport is based on the individual images of sport stars, the attractive ticket sails, the cheering of match viewers by different type of Shows and this suppose to create a good impression of entertainment. Sport industry and its excessive desire to earn more, decreased the meaning of traditional sporting elements (such as solidarity, patriotism, fair play, competition, nationalism, etc.), it somehow moved them to the Background. The Olympic movement has dominated for a long time as a moral voice and valuable discourse illustrating sport's impact on society. Recently, Olympism appeared in the light of intense change and resultant criticism, because of that it has been forced to re-discover itself in contemporary context. Verf.-Referat