The characteristics of elderly citizen of perceiving communication effects of issues of formation of healthy life-style

Abstract

The article discusses results of communication effects of various information actors on elderly citizen stimulating healthy life-style. The purpose of the study was to establish characteristics of perception by elderly Russians communication effects targeting formation and maintenance of healthy life-style, to determine degree of significance of communication channels by which such measures can provide high degree of individual motivation. The contradiction was established. From one hand, life span increases due to achievements of science, medicine and technologies promoting decreasing diseases' mortality and improving health indicators.From the other hand, the need in larger volume of caring services at lesser number of professional personnel providing social care and medical personnel comes up. It is established that age principle is one of the basic ones in segmentation of health state. According it, population of elderly age consists of several main groups having different social characteristics concerning conditions of life, medical indications, consumer behavior and information perception. The elderly pre-retired, elderly relatives, early retired, socially active retired. It is concluded that communication impact on elderly citizens concerning formation of healthy lifestyle and promotion of health saving practices are to be implemented considering specifics of particular communication channels (both interpersonal and mass ones). It is recommended in planning and implementing socially-oriented marketing and educational campaign not only to segment target audiences of senior citizens, but to evaluate degree of significance of communication channels for each of them.