DEVELOPMENT OF A PHYSICAL ACTIVITY CULTURE AMONG STUDENTS: ANALYSIS OF PROBLEMS AND PRACTICAL RECOMMENDATIONS

In the context of rapid technological development, changes in the lifestyle of young people, and increasing cognitive нагрузки in the educational environment, the formation of a culture of physical activity is becoming particularly significant. The main focus is on the insufficient involvement of students in physical activity, despite the availability of various physical education programs in higher education institutions. Modern students often lead a sedentary lifestyle, which results in deteriorating health indicators, reduced performance, and lower overall vitality. The culture of physical activity is understood as a combination of knowledge, values, attitudes, and skills aimed at the conscious inclusion of physical activity in everyday life. It is formed under the influence of various factors such as family upbringing, educational environment, social guidelines, and personal motivation. Despite the presence of diverse physical education programs in universities, the level of student involvement in active forms of leisure remains low. This highlights the need to reconsider approaches to promoting physical culture among young people, taking into account modern challenges such as digitalization, stress overload, and a lack of personal responsibility for health. The article examines the relevance of forming a culture of physical activity among students in the conditions of rapid technological progress and lifestyle transformation. Particular attention is paid to the main barriers preventing active participation in physical education and health-related activities, such as digitalization, increased psycho-emotional нагрузки, and a low level of conscious responsibility for one’s own health. The study also analyzes students’ attitudes from different faculties toward physical culture, their actual level of physical activity, and the impact of regular exercise on health indicators, social adaptation, and academic performance. The culture of physical activity is interpreted as a set of knowledge, values, attitudes, and practical skills that contribute to the formation of sustainable motivation for regular physical activity. The research employed methods such as surveys, observation, experimentation, and comparative analysis, which made it possible to comprehensively assess the level of students’ physical activity and identify factors influencing their involvement. Special attention is given to three key areas of physical culture: health-oriented, sports-oriented, and rehabilitation-oriented. Based on the obtained data, the study concludes that there is a need to modernize educational programs, develop accessible sports infrastructure, and introduce effective motivational mechanisms to promote an active lifestyle among the student population.在科技飞速发展、年轻人生活方式变革以及教育环境中认知负荷不断攀升的背景下，身体活动文化的养成愈发凸显其重要性。当前，尽管高等院校开设了各类体育教育项目，但学生参与身体活动的积极性仍显不足。当代学生往往久坐不动，这导致健康指标下降、学习效率降低以及整体活力水平下滑。 身体活动文化被定义为旨在将身体活动有意识地融入日常生活的知识、价值观、态度与技能的综合体系。其形成受家庭教养、教育环境、社会导向以及个人动机等多重因素影响。尽管高校体育教育项目形式多样，但学生参与积极休闲活动的比例依然偏低。这凸显出需结合数字化、压力过载以及个人健康责任缺失等现代挑战，重新审视面向年轻人的体育文化推广路径。 本文探讨了在科技快速进步与生活方式转型的背景下，培养学生身体活动文化的现实意义。研究重点关注阻碍学生积极参与体育教育与健康相关活动的主要障碍，包括数字化普及、心理情绪负荷加剧以及个人健康责任意识薄弱等问题。此外，研究还分析了不同院系学生对体育文化的态度、实际身体活动水平，以及规律锻炼对健康指标、社会适应能力与学业表现的影响。 本研究将身体活动文化阐释为助力养成规律身体活动持续动机的知识、价值观、态度与实践技能的集合。研究采用了问卷调查法、观察法、实验法与比较分析法，得以全面评估学生的身体活动水平并识别影响其参与度的因素。研究特别关注了体育文化的三大核心领域：健康导向型、运动导向型以及康复导向型。基于所得数据，研究得出结论：需对体育教育项目进行现代化升级，完善便捷的体育基础设施，并引入有效的激励机制，以推动学生群体养成积极的生活方式。