Strategic Maneuvering in Direct to Consumer Drug Advertising: A Study in Argumentation Theory and New Institutional Theory |
| |
| Authors: | G. Thomas Goodnight |
| |
| Affiliation: | (1) University of Southern California, Los Angeles, CA, USA |
| |
| 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 |
| 本文献已被 SpringerLink 等数据库收录！ |
