The image of health and self-regulation of health-saving behavior in the cultural space of the COVID-19 pandemic

The article presents the results of a study on the image of health in the consciousness of the population of Tyumen region and its connection with health-saving behaviour in the context of changes in the culture of health during the COVID-19 pandemic. This text discusses the emergence and development of COVID-19 in the world and the Russian Federation, as well as the social response measures taken to contain mass contamination between 2020 and 2022. The results of the analysis of the formalized survey of the adult population of Tyumen region over 18 years of age (n = 384 persons, the field phase of the study is April 2022) and a focus group study are given. The spectrum of associations of understanding of the categories "health", "ideal health" is considered, also the assessment of actions taken by respondents to preserve health is given. The article presents the results of an analysis of the spectrum of ideas about the COVID-19 pandemic and indicators for assessing the level of perception of the threat of COVID-19. The level of "threat perception" and compliance with social norms of protection against COVID-19 infection are assessed, and models of health-saving behaviour in pandemic reflecting sociocultural features of pandemic perception and health image are identified. Based on the study, strategies of health-saving behavior (prevention strategy, situational and passive) were identified.