[THE INFODEMIOLOGY OF REPRODUCTIVE HEALTH: DESTRUCTIVE INFORMATION IMPACT AS NEW CHALLENGE TO DEMOGRAPHIC POLICY].

The article highlights key channels of destructive impact affecting infodemiology of reproductive age: catastrophization of the future (ecological and economic menaces) that blocks long-term family planning; trivialization and devaluation of the institution of parenthood in mass culture; propaganda of hedonistic and individualistic values the family values detriment; spread of misinformation about reproductive health (myths about dangers of contraception or, vice versa, about incurable infertility); intensification of social anxiety and depression through negative information background that directly correlates with libido and fertility decreasing (psychogenic infertility). It is established that destructive information affects as chronic stressor that activates hypothalamic-pituitary-adrenal axis, that results in hormonal imbalances (increased cortisol, impaired gonadotropin secretion). The measures targeted to limiting destructive impact of information are proposed and are to be included into national projects on demography and protection of maternal and child health, along with traditional measures. This requires development of media literacy of population, support of creative family content, regulation of destructive algorithms in social networks and development of system to monitor information menaces to reproductive well-being.