Literaturnachweis - Detailanzeige
| Autor/inn/en | Kylasov, A. V.; Gureeva, E. A. |
|---|---|
| Titel | Brending i osobennosti prodvizenija etnosporta. Titel in anderen Sprachen: Ethnosport branding and promotion aspects. Gefälligkeitsübersetzung: Branding und Besonderheiten beim Promoten des Ethnosports. |
| Quelle | In: Teorija i praktika fiziceskoj kul'tury, (2017) 5, S. 46-48 |
| Sprache | russisch |
| Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
| ISSN | 0040-3601 |
| Schlagwörter | Empirische Untersuchung; Subkultur; Ethnizität; Kulturaustausch; Spielfest; Traditionalismus; Folklore; Kulturanthropologie; Bewegungskultur; Breitensport; Körperkultur; Sportfest; Volkshochschule; Tradition |
| Abstract | The study considers some important aspects of ethnic sports branding and promotion on the public entertainment markets, the promotion initiatives being largely based on tenets of the modern sharing economy. The sharing economy in application to ethnic sports implies the latter being subject to sharing in the same manner as typically applies to goods or services, the ethnic sports being viewed as the brand covering the traditional sports renaissance and promotion initiatives with the relevant interdepartmental cooperation of the national culture and sports sectors. The ethnic sports management system will create due conditions for public training for and participation in the traditional games and will be designed in harmony with the rethinking strategy by Kenichi Ohmae who believes that business ideas will inevitably be transformed to increase the value of products for the consumers. In this context, the initiatives to promote the traditional sports ranked with the world cultural heritage by UNESCO are to be geared to secure a variety of advantages for the ethnic sports promotion efforts. The main problem of the ethnic sports promotion initiatives is that the ethnic communities are increasingly urbanised the world over and the traditional sports increasingly require new technologies to help the communities rehabilitate or master from scratch the ethnic physical skills that were once habitual for their grandfathers. Methodological grounds of the rehabilitation technology were spelled out by the ethnic sport theory that lays a conceptual foundation for the traditional games design and management system in the modern conditions. We applied an analysis of the key provisions of the Ethnosport World Society (EWS) to forecast positive trends in the ethnic sports branding and promotion movement. (Autor). |
| Erfasst von | Bundesinstitut für Sportwissenschaft, Bonn |
| Update | 2018/2 |
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