The Image of a "Healthy Lifestyle" on YouTube from a Cultural Perspective

The main purpose of the article is to present the image of a ,,healthy lifestyle" functioning in the global and local dimension: the English- and Polish-language version of the You Tube website. The text is an answer to the following research questions: what are the features of the ,,healthy lifestyle" image on YouTube? The article also presents how a specific approach and presentation of a healthy lifestyle can influence the behavior and attitudes of recipients. Research materials were the most popular (in terms of the number of views) video materials in the following categories: ,,zdrowy styl & zdot;ycia"/ ,,healthy lifestyle", ,,zdrowe jedzenie"/ ,,healthy food", ,,trening"/ ,,workout". The method of content analysis was used to study them. The theoretical considerations presented in the article take the form of a scientific review text. Their aim is to show and discuss the latest research results in the Polish scientific discourse on the subject in question. The research results presented in the article show that in the space of the You Tube portal, a ,,healthy lifestyle" is primarily identified with a balanced diet, physical exercise and a slim figure. Recordings that break social myths about healthy eating are also popular. Analyzes show that the dominant form of communication is the short formula, while the creator most often plays the role of an expert in health matters.