Peter J. Schulz is Professor for Sign and Communication Theories and Health Communication at the School of Communication Sciences at the University of Lugano. He also is the director of the Institute of Communication and Health, also at the University of Lugano. He currently holds several research grants from the Swiss National Science Foundation. His main research interests are in the field of doctor-patient communication, in particular in knowledge translation, in risk communication as well as in communication theories. Among his publications are E. Steins Theorie der Person (Alber Verlag, F...