The authoritative metaphor and social change: Surgeon General C. Everett Koop's Direct Mailer, "Understanding AIDS".
نویسندگان
چکیده
In 1988, Surgeon General C. Everett Koop published "Understanding AIDS," the nation's first and only direct mailing sent to every private home in the country. His appeals therein were driven by what we label authoritative metaphors. Communicated by and/or attributed to persons of authority, authoritative metaphors capitalize on the symbolic force of sanctioned power by appealing to the ethos of office. In "Understanding AIDS," we find that Koop drew from his positions as a surgeon and a general, respectively, to equate AIDS with an unprecedented plague and an unprecedented war. He created new authoritative metaphors out of the vestiges of familiar metaphors related to disease and public health and thereby portrayed AIDS as a recognizable but decisively unique dilemma requiring distinct preventative behaviors.
منابع مشابه
Health and health care for the 21st century: for all the people.
EDITOR’S NOTE: C. Everett Koop Surgeon General of the United States: 1982–1989 Charles Everett Koop was born in Brooklyn, New York, on October 14, 1916. He obtained his B.A. degree from Dartmouth College in 1937 and his M.D. degree from Cornell Medical School in 1941. After interning at the Pennsylvania Hospital for a year, Dr. Koop pursued postgraduate training at the University of Pennsylvani...
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عنوان ژورنال:
- Health communication
دوره 28 6 شماره
صفحات -
تاریخ انتشار 2013