Author: Nagornova L.E.
Communicology. 2019. Vol.7. No.1
Nagornova Lada Evgenevna, Cand.Sc.(Psychol.), associate prof. at the department of Roman languages, Moscow State Institute of International Relations. Address: 119454, Russia, Moscow, Vernadsky av., 76.
Abstract. Modern sports is a unique social and communicative phenomenon that unites people and creates vivid images that determine national and international interest and give rise to popular brands. Besides, the process of the development of the brands gives rise to cultural communication technologies: images provide effective communication between communities and individuals. Communities position themselves, forming attitudes and the environment with which they are associated; they determine the importance of communication for the audience, and affect its further behavior and communication reactions. As far as the image of the country is firmly and steadily associated with national sports brands, communication based on interaction with sports brand communities in other countries is successful. The validity of this statement in this article is shown and justified by the example of Italy and Russia. The author proves that the technology of successful cultural communication should be aimed at creating and maintaining a unique associative range through the interaction of specific sports brand communities with territory and event branding, which should facilitate the processes of further intercultural communication.
Keywords: football, sports marketing, branding, country, media, Italy, technologies, cultural studies, intercultural communication
Text: PDF
For citation: Nagornova L.E. The Best Practice of Cultural Communication through the Sports Brand Communities in Russia and Italy. Communicology (Russia). 2019. Vol. 7. No.1. DOI 10.21453/2311-3065-2019-7-1-87-98.
References
Bryazgina E.Y. (2016). Features of communication support of major sporting events (on the example of the Olympic Games in Sochi). In: Branding as a communicative technology of the XXI century, St. Petersburg, February 25-26, 2016. Conference Proceedings. P. 160-163 (In Rus.).
Dolgyh U.O. (2017). Sports branding as a mechanism for the implementation of a territorial brand. SKIF. Issues of student science. Vol. 14. P.113-125 (In Rus.).
Klimenko D.A. (2010). The main components of the country image and technology of its promotion (for example, the formation of the image of Italy in Russia). Moscow University Bulletin. Series 10. Journalism. No.1. P. 165-182 (In Rus.).
Kobyakina O.E. (2016). Communication strategies of territorial branding: dis. ... cand. philol. sc. / O.E. Kobyakina. Moscow (In Rus.).
Kostikov V.Y. (2017). Brand sports club as a communicative design. Mediaskope. Issue 4 [access mode]: //http: //www.mediascope.ru/2373 (In Rus.).
Lebed A.D. (2016). The formation of a football club as a brand on the example of FC Spartak [el. source]: http://dereksiz.org/stanovlenie-futbolenogo-kluba-kak-brenda-na-primere-fk.html (In Rus.).
Matuzenko E.V., Shilenko S.I., Fedorova Ya.O. (2016). Formation of brand communications as an effective form of mass communications. Basic research. Economics. No. 4. P. 629-634 (In Rus.).
Nagornova L.E. (2017). The commonality of Italian and Russian patriotism as the basis for successful inter-ethnic communication between two peoples. Communicology. Vol. 5. No. 6. P.120-131 (In Rus.).
Panico G. (2014). Comunicazione: il futuro. La best practice Relazioni Pubbliche, ANNO XII, №69 [эл. ресурс]: https://cdn.ferpi.it/media/post/qv85f9s/Relazioni-Pubbliche_n.69_giugno-2014.pdf (In It.).
Pini L. (2018). Sport ed engagement Relazioni Pubbliche. In: FERPi: Federazione Relazioni Publiche Italiana [эл. ресурс]: https://www.ferpi.it/news/sport-e-engagement (In It.).
Povetyev P.V. (2010). Brand communication in public policy: conceptual framework [el. source]: http://www.nirsi.ru/business/brend-kommunikaciya-v-publichnoj-politike-konceptualnye-osnovy (In Rus.).
Vasyagin S.A. (2015). Image management and reputation building in Russian and foreign sports organizations.Young scientist. No. 23 P. 493-499 (In Rus.).
Communicology. 2019. Vol.7. No.1
Nagornova Lada Evgenevna, Cand.Sc.(Psychol.), associate prof. at the department of Roman languages, Moscow State Institute of International Relations. Address: 119454, Russia, Moscow, Vernadsky av., 76.
Abstract. Modern sports is a unique social and communicative phenomenon that unites people and creates vivid images that determine national and international interest and give rise to popular brands. Besides, the process of the development of the brands gives rise to cultural communication technologies: images provide effective communication between communities and individuals. Communities position themselves, forming attitudes and the environment with which they are associated; they determine the importance of communication for the audience, and affect its further behavior and communication reactions. As far as the image of the country is firmly and steadily associated with national sports brands, communication based on interaction with sports brand communities in other countries is successful. The validity of this statement in this article is shown and justified by the example of Italy and Russia. The author proves that the technology of successful cultural communication should be aimed at creating and maintaining a unique associative range through the interaction of specific sports brand communities with territory and event branding, which should facilitate the processes of further intercultural communication.
Keywords: football, sports marketing, branding, country, media, Italy, technologies, cultural studies, intercultural communication
Text: PDF
For citation: Nagornova L.E. The Best Practice of Cultural Communication through the Sports Brand Communities in Russia and Italy. Communicology (Russia). 2019. Vol. 7. No.1. DOI 10.21453/2311-3065-2019-7-1-87-98.
References
Bryazgina E.Y. (2016). Features of communication support of major sporting events (on the example of the Olympic Games in Sochi). In: Branding as a communicative technology of the XXI century, St. Petersburg, February 25-26, 2016. Conference Proceedings. P. 160-163 (In Rus.).
Dolgyh U.O. (2017). Sports branding as a mechanism for the implementation of a territorial brand. SKIF. Issues of student science. Vol. 14. P.113-125 (In Rus.).
Klimenko D.A. (2010). The main components of the country image and technology of its promotion (for example, the formation of the image of Italy in Russia). Moscow University Bulletin. Series 10. Journalism. No.1. P. 165-182 (In Rus.).
Kobyakina O.E. (2016). Communication strategies of territorial branding: dis. ... cand. philol. sc. / O.E. Kobyakina. Moscow (In Rus.).
Kostikov V.Y. (2017). Brand sports club as a communicative design. Mediaskope. Issue 4 [access mode]: //http: //www.mediascope.ru/2373 (In Rus.).
Lebed A.D. (2016). The formation of a football club as a brand on the example of FC Spartak [el. source]: http://dereksiz.org/stanovlenie-futbolenogo-kluba-kak-brenda-na-primere-fk.html (In Rus.).
Matuzenko E.V., Shilenko S.I., Fedorova Ya.O. (2016). Formation of brand communications as an effective form of mass communications. Basic research. Economics. No. 4. P. 629-634 (In Rus.).
Nagornova L.E. (2017). The commonality of Italian and Russian patriotism as the basis for successful inter-ethnic communication between two peoples. Communicology. Vol. 5. No. 6. P.120-131 (In Rus.).
Panico G. (2014). Comunicazione: il futuro. La best practice Relazioni Pubbliche, ANNO XII, №69 [эл. ресурс]: https://cdn.ferpi.it/media/post/qv85f9s/Relazioni-Pubbliche_n.69_giugno-2014.pdf (In It.).
Pini L. (2018). Sport ed engagement Relazioni Pubbliche. In: FERPi: Federazione Relazioni Publiche Italiana [эл. ресурс]: https://www.ferpi.it/news/sport-e-engagement (In It.).
Povetyev P.V. (2010). Brand communication in public policy: conceptual framework [el. source]: http://www.nirsi.ru/business/brend-kommunikaciya-v-publichnoj-politike-konceptualnye-osnovy (In Rus.).
Vasyagin S.A. (2015). Image management and reputation building in Russian and foreign sports organizations.Young scientist. No. 23 P. 493-499 (In Rus.).
