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8. FACTOR THE OLYMPICS 2014.
Events such as the Olympics is the phenomena of popular culture and covers a lot of people's minds. In international competitions, players and spectators intensified patriotic feelings. In 1992, the former Soviet republic was first introduced to the Olympic Games athletes from the independent states than the sharply increased the sense of national pride in the opportunity to speak on a par with Russia and even win it. In an increasingly information component of the Olympic Games is developing a powerful PR-support athletes themselves, i.e, the problem of state PR-projects is to create a specific image of an athlete, praising his homeland, thus consolidating the patriotic mood of the national community.
Winning at the Olympics tender was not a turning point in the sports culture of Russia and did not give the country an opportunity to increase positive public opinion on Russian sport. Disastrous performance at the Winter Olympics in 2010 and subsequently almost no change in the sports policy only strengthened the pessimistic view.
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