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Introduction. The relevance of the study is due to the need to analyse the ideas of normative body image in the minds of students in the context of current social changes, including those related to the consequences of the Coronavirus pandemic, as well as updating ideas about the properties and characteristics of the body, its ability to function effectively in modern conditions.Aim. The article aimed to analyse students’ ideas about the normative body and to determine its model that is relevant in modern reality.Methodology and research methods. The theoretical and methodological basis of the article is a complex of sociological concepts of the body and corporality. An online survey method was used to collect empirical data. The sample consisted of 380 students living in large cities of the Sverdlovsk Region: Ekaterinburg, Nizhny Tagil and Kamensk-Uralsky. The results obtained were processed using the SPSS statistical data processing software. In order to deepen the data obtained, projective methods were applied – the method of an unfinished sentence and the drawing method.Results and scientific novelty. The survey materials showed that students’ ideas about the normative body correspond to traditional body stereotypes: attractiveness and beauty are attributed to the female body, and working capacity and endurance are attributed to the male body. However, when using projective methods, the rhetoric of corporality shifted into the normative model of a healthy body. The analysis of body care practices indicates the presence of a core, including physical activity and balanced nutrition, which students use to achieve a healthy body as a body that is aesthetically attractive and functionally hardy. Highly appreciating satisfaction with their body, the younger generation strives for a normative model of a healthy body, which gives a sense of comfort to its wearer and allows the realisation of a wide range of needs and interests. In the post-pandemic context, students more often, compared to the pre-pandemic situation, began to include personal hygiene, mental health care, and physical activity in their daily practices.Practical significance. Empirical data contribute to the understanding of students’ ideas about the normative body, the motives for its construction and care for it, and can also serve as the basis for the development of recommendations and programmes for the formation of students’ culture of a healthy body in terms of physical and mental characteristics.
Introduction. The relevance of the study is due to the need to analyse the ideas of normative body image in the minds of students in the context of current social changes, including those related to the consequences of the Coronavirus pandemic, as well as updating ideas about the properties and characteristics of the body, its ability to function effectively in modern conditions.Aim. The article aimed to analyse students’ ideas about the normative body and to determine its model that is relevant in modern reality.Methodology and research methods. The theoretical and methodological basis of the article is a complex of sociological concepts of the body and corporality. An online survey method was used to collect empirical data. The sample consisted of 380 students living in large cities of the Sverdlovsk Region: Ekaterinburg, Nizhny Tagil and Kamensk-Uralsky. The results obtained were processed using the SPSS statistical data processing software. In order to deepen the data obtained, projective methods were applied – the method of an unfinished sentence and the drawing method.Results and scientific novelty. The survey materials showed that students’ ideas about the normative body correspond to traditional body stereotypes: attractiveness and beauty are attributed to the female body, and working capacity and endurance are attributed to the male body. However, when using projective methods, the rhetoric of corporality shifted into the normative model of a healthy body. The analysis of body care practices indicates the presence of a core, including physical activity and balanced nutrition, which students use to achieve a healthy body as a body that is aesthetically attractive and functionally hardy. Highly appreciating satisfaction with their body, the younger generation strives for a normative model of a healthy body, which gives a sense of comfort to its wearer and allows the realisation of a wide range of needs and interests. In the post-pandemic context, students more often, compared to the pre-pandemic situation, began to include personal hygiene, mental health care, and physical activity in their daily practices.Practical significance. Empirical data contribute to the understanding of students’ ideas about the normative body, the motives for its construction and care for it, and can also serve as the basis for the development of recommendations and programmes for the formation of students’ culture of a healthy body in terms of physical and mental characteristics.
В статье на материалах опроса рассмотрено взаимодействие городского населения с фармацевтами/провизорами в системе оказания фармацевтической помощи. В условиях распространения практики самолечения роль фармацевта/провизора как ответственного субъекта оказания информационно-консультационных услуг посетителям аптек возрастает. Онлайн опрос жителей города Екатеринбурга был проведен в 2022 году (n=300). В ходе исследования были выдвинуты следующие исследовательские задачи: охарактеризовать роль провизора/фармацевта при выборе лекарственных средств; выявить факторы, влияющие на выбор аптеки; выделить сценарии взаимодействия посетителей/клиентов с работниками аптек. Материалы исследования показали, что 77 % опрошенных обращаются за консультацией к фармацевту/провизору при покупке лекарственных средств, при этом при выборе дженериков рекомендация специалиста аптеки занимает лидирующие позиции. Получение фармацевтической помощи среди критериев выбора аптечного учреждения занимает третье место, уступая таким показателям, как удобное расположение аптеки и цена на лекарственный препарат. Опираясь на опыт взаимодействия с фармацевтами/провизорами, респонденты дают высокую оценку их компетентности и готовы рекомендовать конкретные аптечные учреждения ближайшему социальному окружению. Полученные материалы позволили выделить три основных сценария взаимодействия посетителей/клиентов аптек со специалистами: торговый сценарий развивается по вектору продавец-покупатель; в клиническом сценарии предусматривается оказание фармацевтической помощи при выборе лекарственных средств; смешанный сценарий реализуется в зависимости от ситуации и также предусматривает в ряде случаев информационно-консультационную поддержку посетителя/клиента аптеки. The article considers the interaction of urban population with pharmacists in the system of pharmaceutical care on the materials of the survey. With the spread of self-medication, the role of a pharmacist as a responsible provider of information and counseling services to pharmacy visitors is increasing. The online survey of Ekaterinburg city residents was conducted in 2022 (n=300). The following research objectives were put forward in the course of the study: to characterize the role of a pharmacist when choosing medicines; to identify factors influencing the choice of a pharmacy; to identify scenarios of interaction between visitors/clients and pharmacy staff. The survey materials have shown that 77% of respondents seek advice from a pharmacist when buying medicines, and when choosing generics, the recommendation of a pharmacy specialist takes the leading position. Receiving pharmaceutical care ranks third among the criteria for choosing a pharmacy, behind such indicators as the convenient location of the pharmacy and the price of the medicine. Based on the experience of interaction with pharmacists, respondents give a high assessment of their competence and are ready to recommend specific pharmacies to their immediate social environment. The obtained materials allowed us to identify three main scenarios of interaction between visitors/clients of pharmacies and specialists: the trade scenario develops along the vector of seller-buyer; the clinical scenario provides pharmaceutical assistance in the selection of medicines; the mixed scenario is realized depending on the situation and also provides in some cases information and consulting support to the visitor/client of the pharmacy.
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