Transformation of Athlete Socialization in the Modern Media Environment: A Bibliometric Analysis of Global Trends

Abstract

Introduction. Under global digitalization, traditional models of athlete socialization are undergoing significant transformations, as the media space increasingly asserts itself as the dominant environment for personality formation. The study's relevance stems from the need for a scientific reimagining of information and communication technologies' role within higher education and sports management Purpose. To identify key trends and structural parameters of the global scientific discourse on athlete socialization in the context of modern communications using bibliometric analysis. Methods. Content analysis, systemic analysis, and mathematical modeling of network connections based on a Scopus publication dataset from 2019 to 2025 were applied. Visualization was performed using VOSviewer software with keyword co-occurrence analysis. Results. The constructed network model identified three clusters, where the digital communications sector (n=95) occupies a dominant position (34%), acting as a central mediator of socialization. It is confirmed that athlete socialization is a permanent process where media image and personal branding play a key role both during active competition and after retirement. The results demonstrate a paradigm shift: from the priority of medico-biological aspects to socio-digital models of well-being support. Temporal dynamics analysis revealed the increasing relevance of dual career research combined with media technologies, emphasizing the strategic importance of educational institutions in preventing social disorientation. Conclusions. The study confirms that the media space functions as an active agent and an autonomous institution of socialization requiring purposeful management within the educational process. The necessity of modernizing curricula in sports-oriented higher education institutions by implementing media literacy courses is substantiated. The generated bibliometric maps provide a foundation for designing innovative social support models for sports subjects