PhD in History, Research Fellow at the Department of Philosophy, Institute of Scientific Information for Social Sciences of the Russian Academy of Sciences, Russia, Moscow, itsibizova@mail.ru
The culture war in sports is seen as an integral part of the culture wars. Serbian ten-nis player Novak Djokovic has become a participant, a hostage and a winner in this war, as well as one who strives to end it and seeks means to do so. In culture wars, there is an irreconcilable confrontation on issues related to the civilizational values of humanity, the anti-values / values of globalists / neoliberals, on the one hand, and patriots / traditionalists, on the other hand, which raises the question of national identity. Propaganda campaigns against Djokovic are analyzed, as well as his activi-ties in and outside of sports, presenting the tennis player as an active participant in public life, an influential media person, and a fighter for peace. Nole demonstrates the incompetence of the monopolistic appropriation of the concept of “man of peace” by neoliberals, showing how, being an influential person in the world, one can remain a patriot. Strengthening the prestige of Serbia, he seeks and finds means to broadcast the Serbian cultural code and end the cultural wars.
cultural code; culture war; Novak Djokovic; globalism; patriotism; sport; tennis; traditionalism; ultra-liberalism.
Download textFor citing: Cibizova I. M. (2024) Novak Djokovic as an actor, victim and winner in the cultural war in sports. Human being: Image and essence. Humanitarian aspects. Moscow. INION RAN.Vol. 4 (60). pp. 150-171. DOI: 10.31249/chel/2024.04.09