This master's thesis analyzes how insurance discourses in Slovenia, within the context of
biopolitical governance, transform health into a mechanism for regulating populations and
individual behavior. The central research problem is to examine how health insurance
companies, through discursive strategies, influence individuals and populations while
promoting the individualization of responsibility for health. The aim of the thesis is to analyze
the operation of health insurance as a dispositif of contemporary power, drawing on Michel
Foucault’s concepts—particularly biopolitics, governmentality and risk. The empirical part
employs critical discourse analysis and multimodal analysis of the online content of Slovenian
insurance companies. The findings indicate that insurers, through discursive strategies, promote
individual responsibility for health and encourage self-care, thereby reproducing neoliberal
ideologies of self-management and self-discipline. Discourses of healthy lifestyle, prevention,
and financial security serve as subtle mechanisms of population control. The thesis highlights
that the privatization of the healthcare system reduces solidarity and increases inequalities in
access to healthcare services, calling for greater regulation of the insurance market.
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