In this paper, I contend that evidence-focused strategies of science communication may be complemented by possibly more effective rhetorical arguments in current public debates on vaccines. I analyse the case of direct science communication - that is, communication of evidence - and show that it is difficult to effectively communicate evidential standards of science in the presence of well-equipped anti-science movements. Instead, I argue that effective rhetorical tools involve ad hominem strategies, that is, arguments involving claims of expertise. I provide a rationale, and sketch a methodology, for using ad hominem arguments in science communication.
Keywords Ad hominem arguments  argumentation in science  expertise  science communication  scientific rhetoric  vaccine controversies
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DOI 10.2478/slgr-2018-0033
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References found in this work BETA

Rethinking Expertise.H. M. Collins & Robert Evans - 2007 - University of Chicago Press.
Experts: Which Ones Should You Trust?Alvin I. Goldman - 2001 - Philosophy and Phenomenological Research 63 (1):85-110.
Appeal to Expert Opinion: Arguments From Authority.Douglas Neil Walton - 1997 - University Park, PA, USA: Pennsylvania State University Press.

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