Gender Distinct Features of Health Communication: Content Analysis of Health News, Advertising and Articles in Russian-language Women’s and Men’s Journals

The communication on the market of medical services and goods has its own specifics due to the advertising in this sphere is strictly regulated by the law worldwide. However, selling instruments as advertising pages, articles and news are possible to deploy in mass media. The basic aim of the research is to reveal the gender distinct features in the sphere of health communication in Russian in online-versions of online-media for men and women. The theoretical approach of the work is based on basic feminist theories: genderlect theories such as works by Deborah Tannen and Robin Lakoff which are revealing the concepts of women and men styles of conversation. The study is based on the content analysis method. Materials for content analysis comprise publications from women’s online magazines and men’s ones released from 2014 to 2018. Issues involve native editorial formats, news and advertising in a form of a text. An essential aim of this study is to reveal the specific gender features of health communication messages. The research consists from two fundamental parts: the first one is the theoretical approach to the work and the second is the empiric one comprising the particular research.