Ethnosport

The author summarizes the results of his report at the UNESCO Expert Meeting on the theme "Traditional Sports and Games of the Interactive Atlas of Cultural Interactions along the Silk Roads" on 4-5 December 2018 in Ashgabat, Turkmenistan. There are two main approaches to the study of traditional sports and games-theoretical and praxeological, allowing to rethink the main problems of research on the ontogeny and phylogenies of traditional sports and games on the Silk Roads. A typical cultural memory trap in this case is the fact that their origin is associated today with the peoples who declared them as an object of their intangible cultural heritage. Gaming traditions in the extensive material of historical sources appear before us as an integral part of the rites of male initiation, their existence is associated with the rites of the festive culture of the solar-lunar calendar. A typology of traditional games is presented. The description of traditional games in epos, literature and scientific works allows us to speak about their high cultural significance, thanks to which they are added to the UNESCO Intangible Cultural Heritage List. The actual problem of sportization of traditional sports and games leads to a loss of authenticity as a result of the fact that they are held as sports competitions with time measurements unthinkable for traditional culture, awards of points and divisions into weight and age categories. But the main threat is represented by the so-called "traditional game festivals", which use the irrelevant formula of the IOC Olympiad multisport games, resulting in a profanation of the idea of Olympism, replaced by the cultivation of pseudo-Olympic games with a program from a set of primitive competitions, exemplified by the World Nomad Games. A critical attitude to a rich empirical material allows us to conclude that the sustainable development of traditional games is possible as a subject of event tourism-the most dynamically developing cluster of the world economy.

Annotation The article discusses research of the world's strongmen movements genesis. The research covers historical aspects of creation and establishing of strongmen sport, as well as information about David Webster who personally contributed to the formation of strongmen. The article also contains comparative analysis of institutional forms of strongmen movement-IFSA, show «The World`s Strongest Man», a yearly festival of Arnold Schwarzenegger «Arnold Sports Festival», world's series of the World Strongman Cup under the auspieces of the World Strongman Cup Federation (Аustria). Countries, holding strongmen sport most often are outlined. It is established, that in the genesis of strongmen sports, the continuation of traditional strongmen competitions, available in most of the world's cultures, is clearly shown. For now, World's strongmen movement, consists of scattered commercial companies and sports associations, and doesn't have any leading structure. Such a situation opens a window of opportunity for the World Strongmen Federation to become a leader of world's strongmen movement. Additional opportunities are offered by the fact, that strongman is very likely to become the recognized sport, because demonstrated by the high interest of athletes and the public towards such competitions, as well as a high and stable interest from TV stations. Diversification of the world's strongmen movement on the basis of strategic partnership between WSF and Word Ethnosport expressed in the creation of a new discipline-ethnosport-strongmen, creates a key driver for sustainable development. The launch of joint project-The World Series of Ethnosport Challenge tournaments in 2018 demonstrated the exiting demand towards such projects around the world. The main advantage of joint development of ethnosport and strongmen sport is that joint actions help to solve problems. For example, non-existence of famous athletes in traditional games of ethnosport is compensated by "the strongest athletes". Additionally, typical strength exercises in strongmen add a unique aspect to traditional games.

“Sabiedrības transformācija sociālo un humanitāro zinātņu jomā”, 2020. gada. 11. decembra IX Starptautiskās zinātniski-praktiskās konferences rakstu krājums. – Rīga: Baltijas Starptautiskā akadēmija, 2021. – 277. lpp.https://bsa.edu.lv/wp-content/docs/science/book/conference_20201211.pdf

"ЭТНОСПОРТ И ЕГО РОЛЬ В ТРАНСФОРМАЦИИ ОБЩЕСТВА" c.244-247

АННОТАЦИЯ
Актуальность нашего исследования обусловлена тем, что процессы самоидентификации народов, стремящихся сохранить самобытность в условиях глобализационного размывания этничности, возродили интерес к традиционным играм и сохранению их аутентичных форм, привели к созданию теории этноспорта. Теория этноспорта разработала методологические основания технологии развития менеджмента и проектирование традиционных игр в условиях современности (растущая урбанизация). Как объект социокультурного проектирования традиционные игры имеют сильное конкурентное преимущество, заключающееся в их двойственности (внутренней – культура и внешней – физическая культура), что позволяет использовать расширенную ресурсную базу как культуры, так и физической культуры и спорта. Растущий интерес к этноспорту в мире приводит к заметной трансформации в обществе и особенно в спорте. К элементам трансформации (диверсификации) в спорте можно отнести появление этнически стилизованных новых видов спорта и новых дисциплин (пример этноспорт-стронгмен). В обществе на смену потребительским стандартам единообразия (чистый спорт) начинает приходить поражающее воображение культурное многообразие (аутентичные традиционные игры).

ABSTRACT
The relevance of our study is due to the fact that the processes of self-identification of peoples striving for preserve their identity in the context of the globalization erosion of ethnicity revived interest in traditional games and the preservation of their authentic forms, led to the creation of the theory of ethnosport. Ethnosport theory has developed methodological technologies for the development and design of the basis of traditional games in modern conditions (growing urbanization). As an object of socio-cultural design, traditional games have a strong competitive advantage, which lies in their duality (internal - culture and external - physical culture), which makes it possible to use the expanded resource base of culture and physical culture and sports. The growing interest in ethnosport in the world is leading to a noticeable transformation in society and sports. The elements of transformation (diversification) in sports include the emergence of ethnic stylized new kinds of sports and new disciplines (example of ethnosportstrongmen). In society, the consumer standard of uniformity (pure sport) is being replaced by an amazing cultural diversity (authentic traditional sports and games).

The article presents the results of a study of the habit of martial arts in Russia. The main trends in the development of martial arts and emerging contradictions are identified, factors for the steady growth of interest in them in society are identified. With an appeal to modern studies of myths and collective memory, a dichotomy has been established in the development of Russian martial arts: the pseudo-folklore (fakelore) project "Russian styles", which is the author's school of martial arts, is opposed by the folklore project for the restoration of authentic competitions "Russian Games". "Russian styles" were born under the influence and in the image of oriental martial arts. "Russian Games" is the restoration project of traditional sports and games based on historical sources by learned anthropologists, cultural scientists, historians, folklorists and ethnographers. Meanwhile, in the mass perception of both projects represents a single phenomenon of "somatic nationalism", which was determined in the analysis of a number of sociological studies. It is important to note that Russian martial arts are still noticeably inferior in popularity to other martial arts, among which Olympic sports dominate, as well as sports of members of the Global Association of International Sports Federations (GAISF). The development of Russian martial arts was strongly influenced by martial arts, whose enthusiasm is due to the European consciousness of Russians and therefore fits into the context of European orientalism. At the same time, the development of the martial arts of their people is perceived as useful and is determined by faith in the covenants of their ancestors, and the martial arts of other nations cause fears growing against the backdrop of patriotism. It is concluded that the steady growth of the tourism potential of the main event of Russian martial arts-the Atmanov's Kulachki traditional games, included in the Register of the Intangible Cultural Heritage of the Russian Federation and owned the Russian Events Award, corresponds to the global trend of growing interest in such events, many of which have been included to the UNESCO ICH List.

The article presents the development of marketing support for Ethnosport Challenge tournaments. It revealed that in relation to the project, most of the channels of the direct marketing strategy are not cost effective. ATL strategy creates many challenges, which inevitably leads to a reasonable restriction of its use, especially given that the empirically established optimal number of spectators of ethnosport events. The most successful projects collected by 10 thousand spectators, exceeding these figures leads to a sharp increase in the costs of the event. Nevertheless, to gather 10 thousand spectators is possible only with the use of ATL strategy, because this is the number of viewers that makes the event cost effective for the implementation of BTL strategy – the main resource of profit extraction (compensation of costs) for the organizers.

The following article will first consider the similarities and the differences of the Swiss and the Scottish concepts of folk culture, then the author will give a thorough overview of the Scottish Highland Games and their Swiss equivalents today, before examining the origins of either in order to discuss the genuineness of these events and their acceptance and role in their respective communities. For providing a broad and exact overview, the origins of the various athletic disciplines of the ethnic sports competitions in question will also be considered. In the Scottish case, the primary question here is in how far Highland Games are still genuinely Gaelic or whether they have ever been thus, and whether there are any Highland Games that are true to the pre-nineteenth century origins of most athletic disciplines featured. In the Swiss case, it will be shown that the originally staged herdsfolk games have indeed been accepted by the wider Swiss German community and are today largely arranged for locals and less so for tourists, though the latter are welcome. These are the Scottish Highland Games as hosted by various towns and villages all over Scotland, its traditional diaspora overseas and beyond-as will be discussed in the course of the text-and the Swiss Älpler-und-Schwingfeste (alpine herdsfolk festivals featuring traditional Swiss wrestling), the largest of which is the Trachten-und Alphirtenfest (festival of traditional Swiss regional costume and upland herdsfolk) at Unspunnen in the vicinity of Interlaken in the canton of Berne. It is also known as the Unspunnenfest. When the author first heard about the latter event during a holiday in Switzerland in 1987, seeing the pictures of the last Unspunnenfest six years ago, he found some of its features quite similar to the Scottish Highland Games with which he was already familiar having then travelled to Scotland regularly since 1981. Having now lived in Scotland for a whole decade and matured into a fully-blown scholar of Scottish Gaelic language and culture and being equally knowledgeable in Scottish Lowland culture, yet also familiar with and interested in Swiss culture, the author decided to contribute to this project his study of the role of Highland Games and Älplerspiele in today's Scottish and Swiss communities.

The article discusses research of the worlds strongmen movements genesis. The research covers historical aspects of creation and establishing of strongmen sport, as well as information about David Webster who personally contributed to the formation of strongmen. The article also contains comparative analysis of institutional forms of strongmen movement IFSA, show The Worlds Strongest Man, a yearly festival of Arnold Schwarzenegger Arnold Sports Festival, worlds series of the World Strongman Cup under the auspieces of the World Strongman Cup Federation (Аustria). Countries, holding strongmen sport most often are outlined. It is established, that in the genesis of strongmen sports, the continuation of traditional strongmen competitions, available in most of the worlds cultures, is clearly shown. For now, Worlds strongmen movement, consists of scattered commercial companies and sports associations, and doesnt have any leading structure. Such a situation opens a window of opportunity fo...

The study considers some important aspects of ethnosport branding and promotion on the public entertainment markets, the promotion initiatives being largely based on tenets of the modern shareconomy. The shareconomy in application to ethnosport implies the latter being subject to sharing in the same manner as typically applies to goods or services, the ethnosport being viewed as the brand covering the traditional sports renaissance and promotion initiatives with the relevant interdepartmental cooperation of the national culture and sports sectors. The ethnosport management system is to create due conditions for public training for and participation in the traditional games and is to be designed in harmony with the rethinking strategy by Kenichi Ohmae who believes that business ideas will inevitably be transformed to increase the value of products for the consumers. In this context, the initiatives to promote the traditional sports ranked with the world cultural heritage by UNESCO are to be geared to secure a variety of advantages for the ethnosport promotion efforts. The main problem of the ethnosport promotion initiatives is that the ethnic communities are increasingly urbanised the world over and the traditional sports increasingly require new technologies to help the communities rehabilitate or master from scratch ethnic physical abilities that were once natural and habitual for their grandfathers. Methodological grounds of the rehabilitation technology were spelled out by the ethnosport theory that lays a conceptual foundation for the traditional games design and management system in the modern conditions. We applied an analysis of the key provisions of the Ethnosport World Society (EWS) to forecast positive trends in the ethnosport branding and promotion movement. Background. Sports may be viewed as a non-industrial sector with its development process in the modern market conditions governed by certain emerging competitive relationships, and with the sports being supported by not only the relevant cultural subsectors (like filmmaking industry, theatre, circus etc.) but also the sport federations striving to lure and raise as large as possible the available human and financial resources to keep up the sector progress pace.

В статье изложена авторская концепция этноспорта, его методология и терминология. Приводятся основные положения научных работ, в которых созданы теоретические предпосылки для выводов автора. Описано место институтов сохранения и поощрения традиционных игр в структуре современного спорта. Ключевые слова: национальные виды спорта, спортизация, традиционные виды физической активности, традиционные игры, этноспорт. Abstract The concept of ethnosport, its methodology and terminology is stated in this article. There is considered the scientific works included theoretical preconditions for author's interpretation. The structure of modern sports with dividing of institutions for preserve and promote traditional games is described.

The author summarizes the results of his report at the UNESCO Expert Meeting on the theme Traditional Sports and Games of the Interactive Atlas of Cultural Interactions along the Silk Roads on 45 December 2018 in Ashgabat, Turkmenistan. There are two main approaches to the study of traditional sports and games theoretical and praxeological, allowing to rethink the main problems of research on the ontogeny and phylogenies of traditional sports and games on the Silk Roads. A typical cultural memory trap in this case is the fact that their origin is associated today with the peoples who declared them as an object of their intangible cultural heritage. Gaming traditions in the extensive material of historical sources appear before us as an integral part of the rites of male initiation, their existence is associated with the rites of the festive culture of the solarlunar calendar. A typology of traditional games is presented. The description of traditional games in epos, literature and s...