Creating media products to promote a positive image of medical institutions in the Arkhangelsk region

Abstract

The article is devoted to the features of creation, types and genres of media products, narrat ing about various types of activity and methods of providing medical care of state medical institu tions of the Arkhangelsk Region. The purpose of this article is to analyze media products created in different genres of journalism and aimed at forming a positive media image of medical institutions by presenting technologies, methods of treatment, as well as the history and traditions of the healthcare system of the Arkhangelsk Region. The article examines the technologies of creating such media products, their texts, videos, and sound design, as well as the impact of text, video, or audio materials created by journalists on the recipient of information, as well as the forms of placement of such media products. The article also analyzes the modern media interaction between a hospital or clinic and a po tential patient who is a reader, viewer, or listener of various types of media, including internet media resources. Various publications in the regional media of the Arkhangelsk Region and other regions of Russia, as well as on the Internet, were used as empirical material. This article also presents the author’s experience in creating documentaries and books about the activities of state medical institutions in the Arkhangelsk Region at various levels and types of activities, as well as about medical professionals in this region.