This article was aimed to analyze some social contradictions in the field of Olympic movement and sport. Author tried to define the olympic mentality developing in modern society as the solution for these contradictions. High social value of sport and Olympic movement was emphasized. However, as author notes, transformation of olympic sport to the industry of entertainment destroys the Olympic idea as its own. It is possible to overcome the crisis of Olympic movement by constructing the olympic culture of personality and the whole society as well. Developing of the Olympic mentality should come to life through the new pedagogical technologies such as olympic education and valeological upbringing.
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