This article is devoted to modelling of health promotion discourse, identification and explication of its constitutive features and description criteria. In the introduction the authors argue that health promotion has gone beyond professional field of medicine or public health and has become a common socio-cultural activity in many countries. Health promotion is both a polycode i.e. manifested through different semiotic means, and interdiscursive phenomenon. The relevance of this study is determined by the lack of health promotion study concerning its communicative, cognitive and pragmalinguistic features. The descriptive and comparative analysis through a combination of sociocultural and pragmalinguistic parameters is used as a methodological base for health promotion discourse definition and explication. It allows identifying constitutive and ethnic and cultural specifics. The empirical material has been collected from the official websites of Department of Health in Russia, Department of Health and Social Care in Great Britain and National Health Service in the UK, which have been thematically selected – prevention of socially significant diseases. The result of the present study is health promotion discourse definition, i.e. identifying its basic features presented in several dimensions: sociocultural features, participants’ statues and aims, content and pragmatic analysis. The investigation of the official websites of national health systems of Great Britain and Russia has revealed a number of typical characteristics of health promotion discourse. In conclusion, certain prospects for research of health promotion discourse are underlined. They are seen in the expansion of empirical material and including both internet-mediated and traditional discursive formats in the analysis and verification of hypothesis of linguacultural specificity of health promotion discourse.
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