Sretenka Dugalić

Sport was created out of physical education, which eventually led to the elements of competition and recreation. Sociological characteristics of sport theoretically lean on: 1/ needs, 2/ physical activity and energy of an athlete, 3/ realization of supreme social values, 4/ accomplishment of athletes as individuals, 5/ sport is always public and social, 6/ sport is essentially a game of emotions and pleasure, 7/ sport is aimed activity of society, 8/ sport has certain tasks from the aspects of society, 9/ sport has its own appearance (from friendship to social conflicts). These characteristics have contributed to the phenomenon of role models in sport who have a great influence on the audience. The aim of this paper is to study the origin of the activities of celebrities who are role models of individuals. It has been proved that sport, fashion, entertainment and the media, as well as culture, do not produce the same intensity of attraction, as examinees are more inclined to successful athletes who focus the credibility of their promotional strength on certain personal characteristics. The research conducted in 2015 includes 229 examinees and a questionnaire, with 85 examinees interviewed by docs.google.com in 2014. The research results can contribute to better understanding of global tendencies in society, especially those which come from sport and sociology of sport. Apart from social benefit, the research offers the benefit of product endorsement.

Keywords: social values of sport, sociology of sport, identification with celebrities, shaping the attitudes under the influence of famous athletes

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