Viewing health care through a semiotic veil of signs

An old joke goes as follows. A patient is admitted to an emergency room and, while lying there, overhears a conversation about his case by a group of health professionals. One asks, "Should we treat him or should we let him live." Fear of the unknown upon entering the health care arena is an important element in life for many patients. Apart from a sense of anxiety that may result from the appearance of a suspicious lump or stomach pain, patients bring a host of important attributes to the health care setting. Depending on the degree of similarity, or lack thereof, between patients and providers on factors such as age, gender, and race/ethnicity, their interaction might be more of a social collision than a satisfactory encounter. This chapter touches upon certain elements that have the potential to influence the quality of their interaction.