Medical Discourse in Social Movies as a Means of Broadcasting the Normativity

The article is devoted to the consideration of medical topics in social movies, which means film production as an instrument for the formation of social norms and models of behavior in society. Relying on the Entertainment-Educational (E-E) approach in the study of mass media, authors consider the impact of films and medical series on increasing public interest in health care problems, the formation of professional medical communities and the dissemination of knowledge in the field of medicine. According to the socio-cognitive theory of A. Bandura, a person is able to learn by observing and imitating actions broadcast on television. Starting from this situation, the authors analyzed the educational potential of social movies, using the phenomenon of the series "Simply Maria", "Happy Days", "Hum Log", "House M.D.", etc. The article provides examples of the worldview attitudes and strategies of behavior formation in relation to their health through the use in cinema of plots and scenes that demonstrate the work of doctors and talk about medical problems. Social films with medical topics contributed to a change in the attitude of society towards the elderly and people with special needs, considered outsiders in society, radically influenced the perception of HIV-infected people and played an important role in popularizing donation and solving the problems associated with the growth of cardiovascular diseases. Medical cinema and TV shows are not only case in social cinema, that determined the norms of human behavior in a modern society immersed in the media environment, but it performs an educational rule-making function in the development of health care and a healthy lifestyle.