EN
Trying to evaluate contemporary messages from the media one can notice – in reference to the value of health - the comparison of positivist traditions and idealistic visions with contradictory standpoints and opinions. It is important to recognize and understand messages of consumer and pop cultures which reflect the pursuit of the world of illusions and dreams. In this world medical and scientific debates frequently blend with popular convictions and myths. It seems that individual and subjective concepts referring to health as a value are becoming decisive categories in designing the concept of freedom. Health, then, is a factor that enters “cultural flexibility” as an element of cultural pressure, connected with concrete physical and psychological results.