Abstract
The analysis of possibility of applying communicative approach to investigation of institutionalized practices of health preservation within the framework of sociology of medicine considering new paradigm of 4P-medicine is presented. The health preservation is determined as a process of preservation and promotion of health requiring increasing of value attitude to one self's health and health of one's people on the basis of awareness of personal responsibility. The interpretation of health preservation is possible at the level of macro- and micro-processes. In the last case, the complex of subjective processes is involved permitting to implement analysis with application of phenomenological tradition and tradition of social engineering significantly enhancing research perspectives of development of modern practices of health preservation.
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