Carol Reeves

Visual Rhetoric and the Promotion of Scientific Ideas: The Strange Case of the Prion

In the field that investigates infectious brain diseases such as mad cow disease, the verbal and visual packaging of scientific visuals associated with identifying the agent, prion, its processes, and structure served the community ritual of establishing belief in a highly unorthodox phenomenon. Visual promotion fed into cultural expectations of single agents and simple processes, even though the actual agency and disease process have proven highly complex and perhaps unknowable.In the field that investigates infectious brain diseases such as mad cow disease, the verbal and visual packaging of scientific visuals associated with identifying the agent, prion, its processes, and structure served the community ritual of establishing belief in a highly unorthodox phenomenon. Visual promotion fed into cultural expectations of single agents and simple processes, even though the actual agency and disease process have proven highly complex and perhaps unknowable.

Rhetoric and the AIDS virus hunt

By comparing the papers produced by the laboratory teams of Robert Gallo and Jean Luc Montagnier during the AIDS virus hunt, we have an opportunity to discern the fine line between a bold, explicit rhetoric that may convince as well as offend and a bald, reserved rhetoric that may actually conceal important implications. Going too far in either direction may create misunderstandings and ethical dilemmas as will be demonstrated in a textual analysis deepened by an exploration of historical context and interviews with key participants. Since a public health crisis calls upon communication that thwarts misunderstandings, scientists should understand the nuances of particular contexts and the blessings and banes of specific rhetorics employed in those contexts.

An Orthodox Heresy: Scientific Rhetoric and the Science of Prions.

A significant theoretical shift in the research community examining a class of terminal, infectious neurological disorders that includes Mad Cow Disease, Creutzfeldt-Jakob disease, and Kuru was assisted by rhetorical production. The local rhetoric of one laboratory, that of Professor Stanley B. Prusiner, involved first situating an heretical hypothesis within the framework of the orthodox narrative and then audaciously promoting that heresy. Another aspect of rhetorical production in this case involved situating a new language associated with the heretical hypothesis. To promote their new lexicon, the Prusiner team evoked orthodox values of consistency, efficiency, and collective ratification. Eventually, what was once heresy became dogma; what was once a lexicon employed by a minority in the field was adopted by the majority.

Language, Rhetoric, and AIDS: The Attitudes and Strategies of Key AIDS Medical Scientists and Physicians.

This article examines the experiences and rhetorical actions of key medical scientists and physicians who have treated, studied, and written about Acquired Immune Deficiency Syndrome since the beginning of the epidemic. Those first to describe the disease report that the rhetorical challenge was convincing their audience to accept the novel idea of acquired immune deficiency and to see the cases they described as an emerging medical catastrophe. The biological, social, and linguistic complications of AIDS and the failure of traditional treatments forced the professionals interviewed to develop new care practices such as more horizontal communication with patients and a holistic view of a patients needs. Responding to the need to educate and persuade peers and the public about appropriate actions in treating and preventing the disease, these professionals participated in rhetorical action that negotiated between “old” practices and attitudes and “new” problems that required changes in practice and attitudes.

Of Frogs & Rhetoric: The Atrazine Wars

In a scientific dispute over the effects of atrazine on amphibians, chemical industry–funded and publically funded scientists present stunningly contrasting constructions of atrazines environmental concentrations, persistence, and potential to harm. Considerable scientific uncertainties and variable ranges allow authors to construct preferred versions of the story of atrazine. These incommensurate rhetorical constructions, more the result of competing economic and environmental interests than of any paradigmatic misalignments, have prolonged the dispute not only over atrazines effects but also over whether its sales should be banned.