Rhetoric, commonly understood as the art, practice, and analysis of persuasion, has longstanding connections to medicine and health. Rhetorical scholars, or rhetoricians, have increasingly applied rhetorical theories, concepts, and methods to the texts, contexts, discourses, practices, materials, and digital and visual artifacts related to health and medicine. As an emerging interdisciplinary subfield, the rhetoric of health and medicine seeks to uncover how symbolic patterns shape thought and action in health and medical texts, discourses, settings, and materials. In practice, rhetoricians who study health and medicine draw from the standard modes of rhetorical analysis, such as rhetorical criticism and rhetorical historiography, as well as from social science methods—including participant observation, interviewing, content analysis, and visual mapping—in order to deepen understanding of how language functions across health and medical objects, issues, and discussions. The objects of analysis for rhetorical studies of health and medicine span medical research, education, and clinical practice from laboratory notes to provider–patient interaction; health policymaking and practice from draft policies through standards of care; public health texts and artifacts; consumer health practices and patient advocacy on- and offline; public discourses about disease, death, bodies, illness, wellness, and health; online and digital health information; popular entertainments and medical dramas; and alternative and complementary medicine. Despite its methodological breadth, rhetorical approaches to science and medicine consistently involve the systematic examination and production of symbolic exchanges occurring across interactional, institutional, and public contexts to determine how individuals and groups create knowledge, meanings, identities, understandings, and courses of action about health and illness.
Jennifer A. Malkowski, J. Blake Scott, and Lisa Keränen
Christina R. Foust and Raisa Alvarado
What moves the social? And what is rhetoric’s relationship to social movement? Since 1950, scholars studying the art of public persuasion have offered different answers to these questions. Early approaches to social movements defined them as out-groups that made use of persuasion to achieve goals and meet persistent challenges. However, protest tactics that flaunted the body and spectacle (e.g., 1960s-era dissent) challenged early emphasis on social movements as nouns or “things” that used rhetoric. Influenced by intersectional feminist theories and movements that featured identity transformations (along with ending oppression) as political, rhetoric scholars began to view “a social movement” as an outcome or effect of rhetoric. Scholars treated movements as “fictions,” identifying the ways in which these collective subjects did not empirically exist—but were nonetheless significant, as people came to invest their identities and desires for a new order into social movements. Scholars argued that people manifested “a social movement’s” presence by identifying themselves as representatives of it. More recently, though, rhetoric scholars emphasize what is moving in the social, by following the circulation of rhetoric across nodes and pathways in networks, as well as bodies in protest. Inspired by social media activism, as well as theories of performance and the body, scholars concentrate on how symbolic action (or the affects it helps create) interrupts business as usual in everyday life. To study rhetoric and social movement is to study how dissent from poor and working-class people, women, people of color, LGBTQ activists, the disabled, immigrants, and other non-normative, incongruous voices and bodies coalesce in myriad ways, helping move humanity along the long arc of the moral universe that bends toward justice.
Zazil Reyes García
Political cartoons are rhetorical artifacts where journalism and popular culture intersect. Through the use of images and words, facts and fiction, political cartoons provide their readers with a point of view: a single frame loaded with vivid images and condensed meaning. Political cartoons perform several political and social functions; the main one is to provide political commentary on current events and social issues. Additionally, cartoonists often see their work as a weapon against the abuses of power. Thus, they seek to expose and ridicule the powerful. The result is not always funny, but it is often surprising. Political cartoons are valuable objects of study for many disciplines, such as art history, journalism, and sociology. Studying political cartoons can give us information about past and present political processes and social imagery; it can also serve to understand how visual elements are used to communicate; but most importantly, it provides insight into the cultural values, beliefs, and attitudes of the societies that produce them. Political cartoons are a form of communication with extraordinary rhetorical power. In order to construct meaning, and in hopes of persuading their audience, cartoonists use different rhetorical strategies, such as the use of metaphors and widely known cultural references. Like other rhetorical artifacts, political cartoons are not a straightforward form of communication. To understand one cartoon, people require multiple literacies, and often different people have different readings. Although the influence of political cartoons has diminished in some parts of the Western world, they continue to do political work around the world.