THE SYSTEM OF SPORTS JOURNALISM IN LITERARY AND GLOBALIZATIONAL TRANSFORMATION OF MEDIA

Today the system of sports journalism in Russia is primarily focused on economic activities. This concerns all types of media (audio and visual format, periodicals and online publications) that exist in today's media market. But not always economic indicators have a positive effect on the structure of publications and their contents. It is the contents of sports editions now that is the issue in terms of transformation (modernization) of the classical Russian literary language. Much attention is paid in the article to changes in the linguistic model of sports journalism from a more complex to a simpler one in terms of functioning of the modern media system as a whole; what is more, in view of globalizational and economic indicators. Furthermore, the author identifies the main reasons for the change in typological characteristics of the sports media which over the last few years have started to focus on the new demands of the modern media market. Information market has also changed as for the "format" and "meaningful" elements of separate editions of the abovementioned thematic group (sports media). But the author of the present article does not specify modernization of the information market as a basic problem of the modern system of sports journalism. The main problem, in his view, is different – it concerns correlation between the publications contents and economic interests. Lack of proper content (i.e., information) has a direct impact on the rating and according to this the financial success of each publication existing in the sports journalism. A huge role in this system is given to the mass audience. It is not only the real audience (regular, stabilizing), but also the potential one, the audience which in its essence is not a vast fan group, but which becomes as such during the major branding sports projects.