Involvement with the Olympic and Paralympic Games and the values of sport / Claudio M. Rocha, Hee Jung Hong, Otavio A. Gratao

Rocha, Claudio M | Hong, Hee Jung | Gratao, Otavio A.

This investigation aims (1) to describe how people associate sport with human values and (2) to analyse the relationship between media involvement with the Olympic Games and those values. Drawing upon the theory of human values, the authors tested whether involvement with Rio 2016 and PyeongChang 2018 Olympic Games could affect perceptions of the association between sport and human values. Involvement with Olympic Games was compared to involvement with Paralympic Games.


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