Counselling on healthy lifestyles in Estonian family magazines (1930–1940): a thematic analysis

In the 1930s, Estonia’s population was approximately 1 126 000. The healthcare system faced numerous challenges, including infectious diseases, alcoholism, prostitution, and child mortality. Access to services was uneven. At the same time, urban lifestyle was gaining popularity. People had more leisure time, which needed to be filled with activities. Therefore, the number of popular family magazines increased, with over 200 magazines published in 1934 alone. The advice published in these magazines contributed to solving, understanding, and preventing health issues, as well as promoting a healthy lifestyle. This legacy of health advice warrants exploration and interpretation. The aim of the study is to reflect on and interpret the health counselling legacy published in family magazines over the years 1930–1940, using the thematic analysis method. Data collection was conducted through collecting historical pictures and texts in collaboration with the Estonian Health Museum during the years 2023–2024. A total of 460 magazine issues were analysed. Thematic analysis was carried out, along with the inter pretation of the photographs and illustrations from the perspective of health counselling. The advice contributed to changes in the lifestyle of Estonian citizens. Guidance was provided in various areas: the prevention and treatment of infectious and non-infectious dis eases, first aid, the combating of sexually transmitted diseases, women’s and children’s health, mental health, folk medicine practices, alcohol abstinence, healthy nutrition, hygiene, and physical exercise. The advice was offered in both written and visual form. Folk heritage and health knowledge of the time were relied upon, while popularising scientific perspectives. Analysing this historical legacy can provide new opportunities for introducing and deepening healthy lifestyles today.