Irina Gavrilova: Consumption phenomenon in the medical mode of sociocultural communication.

Irina Gavrilova
Volgograd State Medical University
chair of foreign languages, senior professor;
chair of clinical psychology and social work, research worker.

The anthropocentric paradigm of modern world forces a Man to change the attitude to himself and the world that surrounds him. Any practical activity turns into the object for investigation by means of introspection out for understanding and perception the fundamentals of life, as well as, revealing the dominants. Since all these attempts conduce towards the covered or exposed felicitous (from the word felicity) aim (a state of extreme satisfaction, peace of mind; achievement and consumption of the things desired ‑ happiness), the ontological consumption may be observed as one of the forms of self cognition, where cultural, mental, geographical, historical, situational, etc. subdivisions may be distinguished. Biomedical mode of consumption both in a form of discourse and a separate conglomerate of value-accentuated aims is rich for its manifestations. Despite the freedom in relations, there are the taboos for the interference in the medical space. Medicine is supposed to be the principle spot on the world conceptual map, which has existed unchangeable since time immemorial. But, at the same time, it alters step-by-step due to the humanity development incorporating and depositing the knowledge left by Ages and Peoples.
Since consumption is a text consisting of the symbols, in most cases, then physician’s gown must be regarded as a symbol, which left aside fashion trends through the centuries. But the 1-st observation differentiates it into a surgical costume, nurse’s dressing, or pharmacist gown (they belong to different occupations, therefore, the right for the mistake varies). Furthermore, sign as a phenomenon is also presented in consumption, thus, its medical mode may divide people into social groups of exogenous and endogenous background. Endogenous factor is presented, for example, when one physician visits another one («I visited the colleague, but the one, who is the most experienced of all or a friend of mine, but also experienced». In other words, I belong to that society, whose members are capable to obtain a first-rate timely and even free of charge consultation, and out of turn. It should be mentioned that this tradition has been precipitated for centuries, i.e. the doctor always sees the patient-colleague out of turn). As a non-verbal communication, this rule singles out the doctor and positions him above the others. Exogenous factor identifies what social level the man occupies: the sort of clinic he visits, consumption of modern well-advertised expensive drugs (Paracetamol in combination with ascorbic acid dragee is rather cheap than the UPSA), frequency of dental visits, etc. It is known that a «Hollywood smile» has become not only a sign, but a symbol. It is a marker of luck, well-being and happiness (in its western mentality and character, i.e. psychic and physical health). TV reports from the USA, Great Britain and other European countries burst with smiling face, since they love smiling and it is of no hazard. But, there are some negative features about this plain mimic expression. American smile plays an important role in the propaganda, persuading the new-comers the idea of a great success and privilege to live in America. Russians have another mentality and tradition. The higher the rank, the more serious face must be. As for the smile, it is a sign of unconcern. In America, smile indicates well-being. If you have nominated your candidate for the election, you are to have a wide, white-teethed smile to show your health, mental balance, money and prosperity, clear conscience.
But there are other modes of consumption within the biomedical model. It is a facilitative mode in interaction. The concept facilitation initialises in a partner way of interaction in the doctor-patient dyad. The inquiry of the medical teaching staff of the Volgograd State Medical University about the way they understand the facilitative or «unobtrusive» mode of doctor’s behaviour, has revealed that the clinicians appeal to the fundamentals of deontology, combination of formal and informal behavioural modes meant for the creation of the doctor’s positive image; professional competence while talking to a patient, as well as optimistic habitus were also noted. Speech arrangement and typical lexical models are of great importance.
Conclusion. Consumption in the medical multicentered mode of sociocultural communication is one of the segments in reality perception that differentiates its participants, but, at the same time, integrates in unbridled stream of a Human Being to cognise the Self.