Health Promotion Discourse in Modern Media (Based on the Texts of the National Health Service, United Kingdom)

Abstract

Health promotion discourse is a relevant object of linguistic analysis as in its texts verbal and non-verbal means of communication are used to make a pragmatic impact on the largest possible audience. This article aimed to identify the characteristic features of health promotion discourse in modern British media. The material included texts on obesity published on the official website of the National Health Service (NHS) of the United Kingdom, which represents government policy in the health sector. The study applied the methods of descriptive interpretive analysis, as well as contextual, and discourse analysis. This paper defines health promotion discourse as a communicative interaction on disease prevention issues and health awareness. In addition, it indicates the main features of media texts and their implementation in health promotion discourse. The authors found that NHS media texts on health promotion are characterized by common features of media discourse: a specific topic-based structure, an active usage of visual and graphic techniques, as well as multimodality, interactivity, and coverage of burning issues (health-related, in this case). Moreover, these texts have features inherent in media texts of online medical discourse, such as linguistic and therapeutic orientation (reflected in speech acts of advice expressed with varying degrees of categoricalness), targeted inclusiveness, and stylistic convergence (mixing of different functional styles). In addition, on the basis of the material studied, the paper identifies the following strategies specific to health promotion media texts: personal choice, developing trust in the author, and creating an image of the author as a friend. These strategies act as tools to achieve the main function of health promotion discourse, i.e. to influence the readers in order to maintain their health and prevent diseases.