Abstract
This article offers a comprehensive analysis of genre and content transformation within specialized sports print media, exemplified through a case study of Russia’s dedicated sports publication, the “Athletics” (1955–2022). The research utilizes a content analysis of 4,220 publications across 180 issues, representing the entirety of the publication period. It investigates evolutionary modifications across multiple dimensions, including genre structure dynamics, thematic development, visual design changes, publication formats, geographical scope, rubric system evolution, and patterns of protagonist selection. Findings indicate notable degradation trends: a marked reduction in genre diversity accompanied by a shift from analytical to brief informational content; a decline in content depth despite continued emphasis on athletic disciplines; the complete disappearance of the multi-level rubric system; and a transition towards a visually oriented publication model. These patterns reflect both the specific evolution of this publication and broader transformative processes within Russian specialized sports journalism during the Soviet and post-Soviet eras. The results demonstrate how specialized media adapt to evolving patterns of media consumption while concurrently experiencing a decline in their distinctive professional identity.