Language Issues in Ukrainian Sports Media during the Wartime
Language Issues in Ukrainian Sports Media during the Wartime

Summary/Abstract: This article analyses language issues concerning Ukrainian and Russian in Ukrainian sports media during the wartime in terms of language ideologies. It examines language-relatedcomments of 103 Ukrainian sports figures, including retired athletes, coaches and officials from21 disciplines. The analysed dataset consists of 127 textual and 31 video units comprising thecomments from Ukrainian sports media and athletes’ social media platforms. In Ukrainiansports, traditionally associated with Russian as the dominant language, the prominentlanguage-related issue today is the shift from Russian to Ukrainian, triggered by Russia’s full-scale invasion of Ukraine, as is generally observed in wartime Ukraine. Since 2022, at least 31sports figures publicly announced their language shift. Although language is not inherentlylinked to sport itself in athletes’ discourse, today, language issues are becoming increasinglyentangled with war-related topics. Athletes’ discourse regarding their language shift revealspatterns: they embrace Ukrainian, explain their linguistic and geographic backgrounds, anddistance themselves from Russian. Interviewers highlight athletes’ language choice and practiceby appraising their Ukrainian and appreciating their effort to speak the language. Overall, athletes’ comments reinforce the language ideology “Language matters”.

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