These results illustrate the extremely strong desire to win at all
costs that elite athletes generally possess, albeit with a shortsighted perspective. This extreme win-orientation creates expressions such as ‘‘Winning is everything”, ‘‘This is what sport is about”. ‘‘It makes you immortal, you will always be remembered,” ‘‘No one recalls the silver- or bronze medalist”. Driving themselves to the edge of performance results in enormous physical, social and psychological pressure. This external achievement pressure comes from coaches, peers, fans, parents and friends and is added to the internal expectation that comes from the athlete himself. To some athletes the urge ‘‘not to lose”, indicating that losing is a failure, a personal shame, a social loss, is stronger than the urge ‘‘to win”, which may explain the crossing of the border to doping in these cases.
These results illustrate the extremely strong desire to win at allcosts that elite athletes generally possess, albeit with a shortsighted perspective. This extreme win-orientation creates expressions such as ‘‘Winning is everything”, ‘‘This is what sport is about”. ‘‘It makes you immortal, you will always be remembered,” ‘‘No one recalls the silver- or bronze medalist”. Driving themselves to the edge of performance results in enormous physical, social and psychological pressure. This external achievement pressure comes from coaches, peers, fans, parents and friends and is added to the internal expectation that comes from the athlete himself. To some athletes the urge ‘‘not to lose”, indicating that losing is a failure, a personal shame, a social loss, is stronger than the urge ‘‘to win”, which may explain the crossing of the border to doping in these cases.
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