Strategic maneuvering in direct to consumer drug advertising: a study in argumentation theory and new institutional theory

Argumentation 22 (3):359-371 (2008)

Abstract
New Institutional Theory is used to explain the context for argumentation in modern practice. The illustration of Direct to Consumer Drug advertising is deployed to show how communicative argument between a doctor and patient is influenced by force exogenous to the practice of medicine. The essay shows how strategic maneuvering shifts the burden of proof within institutional relations
Keywords New Institutional Theory  Legitimacy  Practice  DTC advertising  Strategic maneuvering
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DOI 10.1007/s10503-008-9093-z
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References found in this work BETA

The New Rhetoric: A Treatise on Argumentation.Chaïm Perelman - 1969 - Notre Dame, [Ind.]University of Notre Dame Press.
Are Pharmaceutical Ads Good Medicine.Eric P. Cohen - 1990 - Business and Society Review 2:8-10.
Strategic Maneuvering with the Burden of Proof.Frans H. van Eemeren & Peter Houtlosser - 2015 - In Scott Jacobs, Sally Jackson, Frans Eemeren & Frans H. van Eemeren (eds.), Reasonableness and Effectiveness in Argumentative Discourse. Springer International Publishing.

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