Non-Medical Runet
Medical SectsVladimir Voloshin, Webplanet
Recently, in the program "Runetology" I was tortured with questions about the future of the medical Runet – they say, what is it?
I replied that there was no medical Runet.
Obviously, I simplified the answer somewhat, since the transmission framework was not conducive to broad reviews. Therefore, I will try to tell you here how I see the medical Runet of the near future. Now it does not exist in the sense that there are practically no sites that would be of interest to medical professionals themselves. One swallow of "Rusmedserv" does not make spring.
Individual sites on the "theme of the day" do not do it either. Here, my colleagues and I have opened a website about swine flu. But this is more of an educational program-a leaflet for the population. There are rumors that the national medical hospital is preparing to launch – the state budget is the donor of the facility, and Igor Ashmanov is the optimizer. Perhaps it will be a big leaflet. At best.
Because on the other hand, pharmaceutical companies and clinics are engaged in the construction of a "kind of medical" Runet. There are artificial medical portals nearby, built on a flimsy foundation of traffic laundering, that is, turning popular search queries into medical advertising. But this is the usual "business support", and it is incorrect to call this department of the advertising industry "medical Runet".
But besides hangouts for doctors and leaflets for patients, there are more interesting network phenomena that are growing inside numerous near-medical Internet communities. It is these projects that form the landscape of the "medical Runet". The future belongs to them.
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Medical sects – the name is conditional. In Russia, it is generally accepted to be afraid of the word "sect", although it means only "separation". In general, we are talking about the desire of people to get answers to their questions faster than some complex hierarchical system offers. In healthcare, this is especially true: most people do not suffer from a protracted long-term problem (like diabetics), but almost everyone has sudden medical questions that require quick answers. This also includes problems with conceiving children, pregnancy or childbirth.
Sects are developing because the Big Church of Public Health has lost credibility. Nowadays, poor citizens or those who suddenly fainted on the street turn to her. A sober-minded person with cash in his pocket prefers alternative options.
The first schismatics – Chumak and Kashpirovsky – demonstrated miracles and gathered huge crowds of fans precisely because after the collapse of the Big Church (and the Union in general), the corresponding "holy place" in the head of Russians remained completely unoccupied. But there were no stable communities after them. For a strong community, reliable means of horizontal communication are needed that keep followers – and the TV cannot be that. Today is Chumak, tomorrow is football, the day after tomorrow is "My beautiful Nanny".
But in the era of the Internet, sectarians got everything they previously lacked: a flexible communication system, information storage and export channels. Over the past 5 years, the Internet has penetrated the broad masses of housewives and teenagers – the most fertile environment for recruitment.
The question of participation in a particular sect is solely a matter of FAITH. Neither education nor life experience allow us to critically analyze most of the dogmas on which the ideology of a particular sect is based. There are cases when people with higher medical education believed in the power of urine therapy. There are many reverse examples. Conversion to the faith occurs as a result of the active missionary activity of the sect's activists and as a result of the life circumstances that arise in people.
The fashionable swine flu epidemic allows us to demonstrate the main features of typical medical sects, their approaches to solving urgent everyday problems. We already know that the state offers controversial vaccinations, and the ROC offers prayers against the flu. These are two Large and Old Churches, which are getting closer to each other every year, and will soon become completely United. And what do more modern sects offer? Read our TOP 7!
1. The Komarovsky SectFollowers of the Ukrainian pediatrician Yevgeny Komarovsky believe in evidence-based (scientific) medicine, common sense (!) and the unconditional benefits of fresh air.
Fans are recruited from among young mothers who are dissatisfied with the quality of post-Soviet healthcare services.
Besides your guru's website komarovskiy.net , followers of this sect live in many other women's communities of the Runet. Most of the sectarians are people with higher education, medium–high incomes, well-read. By the way, soon guru Komarovsky will pay a visit to Moscow.
Splits in the sect are possible due to sabotage by pharmaceutical giants (komarovites are capable of causing serious damage to this business), as well as due to the struggle of scientific schools and directions - vaccinators with anti–vaccinators, antibiotics with a probiotic batch, etc.
Swine flu (if it exists at all) is treated by komarovites with ventilation, maintaining the body's water balance and psychotherapy.
2. GV sect / "Lyalechki"
It is known that in addition to nutrients, a newborn baby receives her immunity with her mother's milk. Artificial mixtures do not transmit the immunity of their manufacturers – but manufacturers can afford expensive and aggressive advertising of their products. Unsurprisingly, as a protest, some women have made a cult out of breastfeeding. As they say, a cult is kicked out by a cult: GW against EVE. As in any sect, there are extremists here who are ready to breastfeed children until school.
In the community Eva.ru this sect is perhaps the most numerous. "The female sect of the GW seizes a military base and, under the threat of launching missiles, demands to destroy all pacifiers in the world. But they are opposed by the corrupt community of diaper lovers "Vigilantes Together" – this is how the former editor-in-chief of "Eva" Lech Andreev describes the future of this sect in one of his unpublished books.
In a more "foreign" LJ, the corresponding community is called "Lyalechka" – this is a Russian adaptation of the name of the international organization La Leche League. We can say that LLL uses more pronounced sectarian technologies: for example, the institute of consulting leaders.
The breastfeeding sect itself is not so much medical as nutritional. Therefore, there are no general recipes for flu. On the one hand, many lyalechki support Komarovsky's ideas. On the other hand, there are many adherents of various other "natural sects" among them – there are slingomams (who destroy the market of baby strollers, because they carry children on themselves in beautiful scarves) and anti-vaccination homeopaths (see below). And finally, it is completely logical that sometimes the thesis "Breast is the best medicine" flashes in the GSHNITS. Many men will agree with this!
And by the way, it would be interesting for professional doctors to conduct a study right now: how many children among those who have the flu are breastfed, and how many are on artificial? You can make a very fashionable dissertation.
3. The Malakhov Sect
Adherents of this sect self-medicate with the help of simple improvised means. The leading place is given to the methods of urine therapy. With the growth of the audience, the Prophet Malakhov recommends less extremist recipes for healing and more cautiously criticizes official medicine. Although there are breakdowns.
An important role in expanding the influence of the sect is played by television, where Malakhov essentially replaced Chumak. The core of the sect is women over the age of 50 with low incomes. The sect helps them to maintain mental stability in the face of a sharp rise in the price of modern medicines and high-quality medical services. The development of the sect is facilitated by the demographic situation in the post–Soviet space - a decrease in the birth rate and an aging population.
The Malakhovites treat swine flu with folk methods – and in this, despite the obvious antagonism of the sects, they act similarly to the Komarovites. It's just that the incentives are different: Malakhov residents do not have money for new vaccinations and expensive anti–influenza oseltamivir - and komarovites do not use unnecessary medications based on common sense.
4. Sects of homeopathsThis is a consolidated name for numerous fans of homeopathy and other pseudoscientific teachings.
A more precise definition is "science–like" sects. It's just that homeopathic communities are the most common.
Unlike Malakhovites, homeopaths do not believe in the power of fresh urine or tea with raspberries – it is too trivial. Homeopathic remedies are special drugs that are prepared using sophisticated technologies. It is important that despite the carefully created scientific entourage, homeopaths are in opposition to medical science. Such sects are growing mainly due to "viral" marketing.
Despite the obvious high cost of homeopathic remedies, the cult is flourishing. For example, on Eve.<url> the consultation of Israeli homeopaths is very popular.
The benefit of the cult is in its powerful psychotherapeutic effect. Moreover, the impact is realized in a short time, and this is of great practical importance. For example, homeopaths treat swine flu effectively and without complications (subject to bed rest). Well, any cold, as you know, passes by itself in a week.
We can say that homeopathy is not cheap, but a sure way to avoid side effects from the use of "real" medicines.
5. ECO SectsA generic name for "fan clubs" of one medical technology or one medical institution.
Usually fans are busy with a long-term solution to one, but very important problem. "Extracorporeal fertilization" is the most famous cult, as this technology allows you to solve a serious problem of infertility. Less mass sects are groups of parents of children with cystic fibrosis, Down syndrome, oncological diseases and other disabling conditions.
Involvement in the cult is facilitated by the scale of the problem being solved. And the lack of alternative solutions contributes to the strengthening of the cult. Sectarians are often involved in religious wars between competing medical clinics. We often observe such excesses on Eve.<url> in the ECO thematic forum.
The recruitment of the flock occurs naturally, at the expense of newcomers who have a problem. There are many of them – for example, in developed countries, every seventh married couple suffers from infertility.
The benefit of "eco-friendly" sects lies in the highest level of awareness of sectarians on the problem, in the effective exchange of important consumer information, in the powerful psychological support of community members. This is the case when psychological support plays no less a role than the applied medical technology itself.
The Internet for such sects is practically an alternative environment of existence. In the near future, such sects will play a dominant role in consumer decision-making. Consequently, they will become the main channel for advertising and PR of relevant medical services and pharmaceuticals.
According to a similar model, a sect of Victims of Swine Flu (ZHSH) could arise. But here's the paradox: for some reason it does not arise. Why do you think that is?
6. The Harry Potter SectA generic name for "fans" who solve the problem of "killing time" by identifying with cult characters in books and films.
These sects can also be considered medical, since many psychiatric problems (depression) and various kinds of perversions (pedophilia) arise due to an excess of free time. It is curious, by the way, that the science fiction writer Sergey Lukyanenko, one of the gurus of the famous Russian Fandom sect, is a former child psychiatrist.
Sometimes fan sects let their adherents blow off steam in healthy, almost sporting events – for example, Tolkienists run through forests with swords, depicting hobbits. But given our climate, this is rather an exception. Much more often, the object of worship becomes a source of creative inspiration for the productive realization of graphomaniac tendencies (while unconscious and uncontrolled graphomaniac is the cause of trolling and shitting comments in zhezheshechki).
Such sects in the five-year perspective will be the most massive in Runet. There are two prerequisites for this. The first is that a huge audience of teenagers and housewives has already learned how to use the Internet (which does not require attending expensive courses, buying expensive equipment, and generally going out and at home). The second is that the mass audience has received new ways of communicating with their idols and communion (or rather communion) to the idol – for example, by writing fan fiction. It is the growth rate of fanfic resources that allows them to predict no less popularity than the social networks promoted today.
And finally, about the medical aspect. The panic around swine flu, which has captured the consciousness of consumers of traditional media, does not affect Harry Potter fans. Because their idol doesn't have swine flu! At least, until the pharmaceutical industry made the writer J.K. Rowling such an offer, which is difficult to refuse.
7. The cult of Gennady OnishchenkoAs you may have noticed, in many examples of sects, the Personality of the Guru is crucial.
Therefore, to complete the picture, we will describe another medical sect of the future that can save state medicine. Not because this sect is better than the Ministry of Health. But because it survives according to the laws of the future, like a sect.
We are talking about the cult of the Chief Sanitary Doctor Gennady Onishchenko, who became famous in the media for many exploits on the basis of the fight against swine flu. What is only a ban on visiting England or a terrible punishment for people who smoke saffron (or kalgan? I don't remember anymore).
Someone may object that this is too humorous a cult. But even such cults move idols, that's the paradox! Remember the anecdote series "Vladimir Vladimirovich (tm)" or the comic strip "Man-Gryzlov".
As for Onishchenko, Flying on the Wings of the Night, such notable people as oligarch Mikhail Prokhorov and blogger Leo Kaganov have already had a hand in popularizing this image. The Prokhorov magazine F5 published a poem by Kaganov glorifying Gennady's childhood years. It seems it's time to draw a comic. Or even shoot the cartoon "The Sixth Squad".
Portal "Eternal youth" http://vechnayamolodost.ru06.11.2009