SOCHI 2014 OLYMPICS LEGACY: SOCIAL STEREOTYPES WITHIN THE FRAMEWORK OF SUSTAINABLE DEVELOPMENT

The article deals with a part of the results of the overall study which took place in 2009–2015 and was devoted to the examination of the public attitudes towards 2014 Sochi Olympics and Olympism on the whole. In the course of the monitoring conducted throughout the whole period of Sochi Olympics project implementation there have been formed sets of statistical evaluation results of the “Olympic region” most important daily living activities spheres conditions and development, with a system of key indicators being used. The original data structured in the united time series give a possibility of a variable comparison of the results attained on a great number of indicators and finally enable to evaluate the degree of implementation of the tasks defined by the IOC. The research program was based on methodological and procedural approaches widely introduced in the works of contemporary Russian and foreign scholars. A benchmarking analysis of the current values system and the region residents’ behavior within the framework of sustainable development is presented in different topic blocks. Empirical data collected through a six-year period show dynamics in Sochi and Krasnodar region population commitment to a healthy lifestyle, vicious habits proliferation and environment friendly daily living activities. Certain communities monitoring results prove a principal thesis which states that lifestyle is a result of the internal and external factors longstanding interaction where the internal ones are determining. It is they that provide such quality characteristics of a lifestyle as continuity and stability. Being a large-

scale event Olympic games can boost some particular positive changes in the lifestyle of the dwellers of the city which became the event capital but the games are not able to provide the changes’ sustainment. To prevent reversibility of the positive changes the local authorities and civil society institutions in the city should undertake strong task-oriented efforts.

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