Release:
2026. Vol. 12.. № 2 (46)About the authors:
Andrey S. Limar, Master Student (Media communication), Department of Philosophy, Media, and Journalism, University of Tyumen, Tyumen, RussiaAbstract:
This article examines bookmaking and sports betting as a social phenomenon emerging at the intersection of economic, cultural, and institutional processes. It analyzes the contradictory nature of public attitudes toward bookmaking. The theoretical basis of the study is formed by classical and modern sociological approaches to the analysis of gambling, deviant behavior, social inequality, and the rationalization of economic practices. The main focus is on the motivation for participation in sports betting, the role of the social environment, media, and digital communications in the process of involvement. Financial and non-financial incentives for participation, emotional involvement, as well as the characteristics of trust in advertising and informal sources of information are considered. The study is based on data from a sociological survey conducted in Tyumen and examines the relationships between the social context of involvement, motivation for participation, and subjective assessment of the consequences of betting. The range of social and economic consequences of participation in bookmaking practices, as well as strategies for limiting or terminating participation, are analyzed. In conclusion, the place of bookmaking in the structure of modern leisure and economic practices, its role in the reproduction of social differences and the formation of ambivalent public attitudes towards gambling are determined.Keywords:
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