PLACE OF ATHLETES IN 21ST CENTURY OLYMPIC GAMES

The current industrial society has imposed on the Olympic athletes role models to play, but at the same time provided them with neither necessary means to reach such roles nor a proper social environment to play such roles. The main reason for this dilemma is the materialism oriented social value judgment,which has made it unavoidable for the athletes being manipulated. With the arriving of a post industrial society in the 21st century athletes may take an active part not only in the sport arena but also in decision makings of the Olympic affairs. This developmental trend is based on the shift of the dominant social value towards the humanism orientation, the demand of future development of sport, the educational reform associated to the formation of multimedia network , and the democratization in the Olympic Movement.