Medicalization at the present stage is a kind of synthesis of the previous stages. On the one hand, the modern cult of the human body and health, fueled by the media, medical and medical corporations, is superior to that of antiquity. On the other hand, modern medicine, using the most advanced scientific and technical achievements, demonstrates new possibilities and opens up almost limitless prospects for a person. Added to these two factors is the third, which is the main driving force of modern medicalization – this is commerce. The identification of bio- and medical power has its grounds, since medicine is indeed an institution profiling (in a certain sense) on the control of the biological aspects of human life, the possibilities have recently been rapidly expanding in connection with the expansion of the latest biomedical technologies. With the help of the mechanisms of biopower in modern society, which characterize it as an impersonal power, amorphous, immersed in a network of interpersonal interactions, an elegant, and not repressive, manifestation of needs, suggestions and rewards for certain behavior of the population is regulated. The modern city is a rather complex socio-cultural phenomenon and is a dynamic environment that can change depending on the existing factor conditioning, both exogenous and endogenous. At the same time, health began to be perceived as a certain way of life, rather than an attribute. The New Understanding of Health focused public discourse on the importance of self-preserving behavior and the transfer of responsibility for health from health care institutions to the individual. The popularization of the ideology of Helsism is defined as modes of representation of biopower in the space of a modern city. The most successful mechanism for broadcasting the ideology of Helsism is advertising, which is actively incorporated into the public space of the city. «Biohackin», a health control system based on a specific and constant monitoring of vital signs, has become a typical element of a city dweller's everyday life. The strengthening of socio-controlling mechanisms of medicalization was manifested not only in the mass expansion of biomedical technologies, but also in the fact that more and more personal problems began to be considered as falling within the competence of medicine. The effect of biopower is the growing pharmaceuticalization incorporated into the everyday life of a modern city. In this way, pharmaceutical companies use advertising to build their impact on potential consumers. This activity includes: reflecting some personal problems as medical.
USE OF PSYCHOTROPICS IN EVERYDAY LIFE FROM THE PERSPECTIVE OF HEALTH PROFESSIONALS AND PATIENTS: A SYSTEMATIC REVIEW