Features of promoting a healthy lifestyle in modern media

Abstract

The relevance of the topic is determined by the general problem of maintaining the nation’s health in a crisis of society caused by a pandemic, war, prolonged physical and emotional stress. Especially topical is to find effective methods to promote a healthy lifestyle, in particular in the media. The purpose of the paper is to reveal the essence and state of the problem of popularization of a healthy lifestyle in modern mass media, to detect the peculiarities of its implementation in the Internet media on the example of the NULES of Ukraine website. Tо achieve this purpose we used the following methods: deductive and inductive – to analyse scientific sources to determine the state of the problem, the method of complete sampling empirical material and content analysis for qualitative and quantitative research and interpretation of results. Content analysis of the NULES of Ukraine website confirmed the urgency of the problem of promoting a healthy lifestyle. The method of quantification identified the points of targeted communication impact on the audience – the categories "Physical activity", "Health control", "Rational nutrition". Content analysis has shown that the most common methods of promoting a healthy lifestyle in online media are explanatory and illustrative. The study found the following techniques of popularization: dissemination of theoretical and factual information on physical activity, balanced nutrition, personal hygiene, psychological hygiene, etc.; regular and systematic messages, which contributes to the understanding of information about an active lifestyle as a behavioural norm; formation of positive motivation for sports, healthy nutrition through personal examples, demonstration of success, etc.