REMEDIUMREMEDIUM1561-59362658-3534Joint-Stock Company Chicot193210.32687/1561-5936-2026-30-2-227-232Original ArticleHumanities research in pharma and the idea of the «competent consumer». Communication 1: International contextVishlenkovaElena A.vishlenkovaelena@gmail.comZatravkinSergey N.zatravkine@mail.ruLudwig-Maximilian University of Munich, Munich, GermanyN. A. Semashko National Research Institute of Public Health, Moscow, Russia04072026222723207072026Copyright © 2026,2026This article outlines the landscape of an emerging academic field and enables readers to trace the genesis of Pharmaceutical Humanities. The article problematizes the model of the competent or rational consumer (health-literate patient, informed consumer, activated patient, responsible self-medicator), which is central to the constitution of this discipline. 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