Abstract
Increasing the birth rate is established as one of the priority goals of the country’s policy. Despite the imple-mented economic measures of pronatalist policy, negative trends cannot be reversed. One of the tools poten-tially influencing the dynamics of fertility is cinematography, which can influence the values of the youth. The scientific novelty of the research lies in the study of the image of sexual behavior, which is broadcast by cinema and can influence the formation of reproductive and matrimonial attitudes. The aim of the work is to examine the image of the relationship between a man and a woman created in films and TV series. The method is a content analysis of films demonstrating themes related to family. It is revealed that in the films, the role of the family as an approved and legal instrument for satisfying the need for sex prevails; in the vast majority of cas-es, cheating partners are portrayed negatively; at the same time, promiscuous sexual relations are romanti-cized; while polygyny is often shown from a negative position and polyandry from a positive one. The assump-tion is made that state funding is given to film projects that broadcast the model of the traditional family, and the implementation of pro-natalist policies is accompanied by the choice of appropriate themes by the national cinema.
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