Health and Active Lifestyle in Social Media Self-Presentation of Senior Age Group: Case-Study of «Odnoklassniki» Social Network

The study examines the topic of health and active lifestyle as an element of self-presentation of elderly (60+) users of the Russian social network Odnoklassniki. The applicability of the work is caused by changes in the lifestyles of elderly Russians in context of digital culture spread. As a result, representatives of the older generation remain active consumers, the perception of pensioners and the age of retirement changes as well. An analysis of the trends in digital culture that affect the style of life is conducted. The theoretical concept of representation and ways of representation of various groups in social networks are considered. The attributes of the active lifestyle of the elderly and the types of their manifestation in the social network Odnoklassniki are defined. The methodology and results of the study of four behavioral patterns characteristic of representatives of older age groups are presented. The results obtained within the framework of the study can be used to further study the topic, build communication campaigns in social networks targeted on older users, as well as in educational activities.