Doping violates the Spirit of Sport and is thought to contradict the values which underpin this spirit. Values-based education (VBE) has been cited as a key element for creating a clean sport culture across age groups. Culturally relevant VBE requires understanding of the values that motivate athletes from different countries to practice their sport and uphold clean sport values. WADA's new International Standards for Education makes this study both needed and timely. Overall, 1,225 athletes from Germany, Greece, Italy, Russia, and the UK responded to measures assessing their general values, Spirit of Sport values, and their perceived importance of “clean sport”. MaxDiff analysis identified the most important values to participants based on their respective country of residence. Correlation analysis was conducted to assess the relationship between importance of clean sport and Spirit of Sport values. There were significant differences between participant nationality and their perceived importance of clean sport [F(4, 1,204) = 797.060, p < 0.000], the most important general values (p < 0.05), and Spirit of Sport values (p < 0.05). Moderate positive correlations were observed between the perceived importance of clean sport and honesty and ethics (r = 0.538, p < 0.005) and respecting the rules of sport (r = 0.507, p < 0.005). When designing the values-based component of anti-doping education programs, athletes' different value-priorities across countries should be considered.

Aujourd’hui très employé par le monde médiatique, notamment sportif, dont les usages et formats s’orientent vers le récepteur, le terme buzz reste paradoxalement peu étudié du côté de l’émission comme de la réception. Le buzz caractérise une réduction de la durée des formats médiatiques, favorisant par la même une viralité accrue. La réduction des formats s’accompagne d’une multiplication des offres, tant produites par des diffuseurs traditionnels que par les usagers eux-mêmes, qui provoque chez le récepteur un effet d’habitude. Ce travail doctoral montre que l’objet buzz sportif se démarque des autres objets médiatiques malgré l’importance des facteurs démographiques dans la réception des messages. Par cette habitude qui s’installe, la perception des valeurs du sport se trouve lissée et moins saillante dans la diffusion de buzz sportifs. À travers une approche empirique combinant méthodologies qualitatives et quantitatives ayant permis d’établir une caractérisation sémiotique de différentes catégories de buzz sportifs dépendantes du degré de buzzabilité des images, ainsi qu’une typologie de récepteurs, cette recherche a montré que la réception de ce type de message et son partage ainsi que son impact par rapport aux valeurs du sport ne semblent pas dépendre des données individuelles de chacun, mais bien du contenu même du message (célébrité, geste inattendu, caractère non reproductible…). / Today widely used by the media world, especially in sport, which uses and formats are moving towards the receiver, the term buzz paradoxically remains little studied by the transmission and also by the reception side. The buzz characterizes a reduction of length of media formats, promoting by the way an increased virality. Shorter formats are accompanied by an increase in supply, both produced by traditional broadcasters and by the users themselves, which give to the receiver an habit effect. This doctoral work shows that the sports buzz object is different from other media objects despite the importance of demographic factors in receiving messages. With this habit, the perception of sport values is smoothed and less prominent in the distribution of sports buzz. Through an empirical approach combining qualitative and quantitative methodologies, that work has enabled a semiotic characterization of different categories of sports buzz, depending on the degree of buzzability of the images. It also permit to draw a typology of receivers. This research showed that the reception of that kind of message as well as the sharing and its impact compared to the sport values don’t seem to depend on the individual data of each, but on the message content itself (celebrity, unexpected gesture, unrepeatable nature ...).