Promotion of motor activity values by physical education and sports organizations (using the example of St. Petersburg)

The purpose of the study is to examine the representation of motor activity values for the female audience by physical education and sports organizations in St. Petersburg. Research methods: content analysis of the VKontakte social network of physical education and sports centers of various districts of St. Petersburg (18 profiles) was used. The units of analysis were materials about motor activity of women (content for female audiences of different age groups, visual design features). The analysis period was from April 1 to May 7, 2026. Research results and conclusions. It was revealed that, despite regular maintenance of social networks by sports centers of various districts of St. Petersburg, the topic of female motor activity is either not addressed or is covered insufficiently/indirectly. Initiatives for the development of female motor activity that are present in some district centers do not receive proper coverage. The obtained results indicate a weak representation of female motor activity in social networks of St. Petersburg sports centers as a stable characteristic of current communication practice, rather than as a consequence of low overall activity of individual units. The lack of proper coverage of female motor activity in social networks of physical education and sports centers may lead to a systematic decrease in the involvement of women in physical education and sports.