Strategic Maneuvering in Direct to Consumer Drug Advertising: A Study in Argumentation Theory and New Institutional Theory |
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| Authors: | G Thomas Goodnight |
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| Institution: | (1) University of Southern California, Los Angeles, CA, USA |
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| 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. |
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| Keywords: | New Institutional Theory Legitimacy Practice DTC advertising Strategic maneuvering |
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