The processes of self-actualization of the individual in the field of physical education and sports, the formation of the principles of ethics of responsibility in the sports process, the primary and secondary social values in the field of physical culture and sports. It is noted that in the life of the athlete, during sports competitions there is a development of values and principles of Olympism and fair play and the process of shaping the ethics of new modern norms of communication. Emphasized that in sports, as nowhere else, the personal factor comes to the fore, it is in the sports process is a special perception of moral institutions, the creation of self-responsibility of individual sports personality, which, embodied in the social space, creates a basis for self-actualization of others. It is argued that the ethics of communicative discourse in sports is created by combining the individual ethical characteristics of individual athletes, merging them into a single stream of personal self-actualization based on the ethics of responsibility. And sport as a supra-institution creates new forms and phenomena of sports life that affect and spread to the whole society, enriching its global life and forming a new horizon of goals. Athletic personality experiences both positive and negative features of business and the process of commercialization of sports. The competition of clubs and organizations in the struggle for more profitable use of talent and opportunities of athletes affects their moral and psychological condition. The destructive elements of moral destruction and communicative destabilization enter the athlete's living space. The athlete's personality is sometimes exposed to real and hidden humiliation due to abuse during the signing of the contract. Under such conditions, the importance of the team grows, the small social group around which the life of the athlete takes place. The axiology of the future becomes a guarantee of preservation and improvement of the system, its structural integrity. Sports life interacts with the universal life, creating in unity organic forms of communication development, a new integrity, which leads to open forms of social communication, contributing to the creation of new opportunities for self-development of the social system.
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