Новое понимание здоровья в политике и повседневности: истоки, актуальные направления проблематизации
The article analyses new health consciousness in relation to healthism, origins and key directions for problematization of phenomena. While ‘new health consciousness’ denotes increased significance of self-preservation in the public discourse and the shift of liability from public health services to an individual, ‘healthism’ indicates the tendency to moralize healthy lifestyle that may lead to negative consequences for those who do not fit the image of a healthy citizen. Emergence of these phenomena at the end the XX century is a result of the interplay of social, political and economic factors. Such key directions for studies of new health consciousness are outlined as analysis of cultural beliefs around healthy lifestyle, its politicization and commercialization, regulatory implications and ideological foundations of healthism, gender aspect of phenomena. Topicality of these issues in sociological researches proves significance of sociological expertise of public health policy and health promotion.