Fedotova O.D.
Don State Technical University, Rostov-on-Don

Objective of the study was to determine approaches to the selection of information and the features of visual-graphic and semantic coding of historical information characterizing the development of sports in the first half of the twentieth century, in creolized texts of small format.
Methods and structure of the study. The empirical array of analysis consisted of bookmarks, which are exhibits of the virtual German Museum of Bookmarks (https://lesezeichenmuseum.de), in the amount of 788 units, of which 18 bookmarks relate to sports issues. The chronological framework covers the period from the end of the 19th century to the beginning of the sixties of the 20th century. Research methods include general logical and theoretical methods - content analysis, cluster analysis, comparative analysis, retrospective method.
Results and conclusions. Based on a cluster analysis of the content of the exhibition of bookmarks on sports topics, four thematic groups were identified. The first of them includes Olympic issues and participation in sports unions. The content and methods of presenting material in the second cluster (the use of text and images for advertising purposes), the third (visualization of a secular lifestyle, including sports) and the fourth cluster (promoting the idea of using a sports lifestyle as an opportunity to create financial savings) are analyzed in detail. A critical assessment of their content is given and a conclusion is made about their use for educational purposes or symbolic fetishization of consumer orientation.

Keywords: sport, creolized text, cluster analysis, Olympic champion, advertising, sport, lifestyle, priority, symbol.

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