Wiek i płeć jako zmienne różnicujące wpływ środków masowego przekazu na poglądy i zachowania zdrowotne – badania własne

The article presents the findings of a study conducted to determine the extent to which media affect health-related decisions and behaviour of Warsaw inhabitants. The analysis includes also correlations between age and sex and the impact of mass media on health attitudes. The results of the study indicate that the mass media play an important role in the process of forming health behaviours. Modelling health beliefs through social campaigns proves effective. Additional and supplementary materials offered as part of campaigns are insufficient to shape behaviours of their target audience successfully. The older the individual, the more often he/she looks for data regarding health issues in the mass media. Women are the group that is more susceptible than men to modelling through contents presented in TV series. Young people treat film and television characters as authorities and role models in the field of health beliefs more frequently than adult respondents do.