Science communication, strategic communication and rhetoric: the case of health authorities, vaccine hesitancy, trust and credibility

Øyvind Ihlen

41 citations0/0 files storedJournal of Communication Management

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Public Relations and Crisis Communication Rhetoric and Communication Studies Communication Studies and Media

Abstract

Purpose There is a great potential in pulling together science communication and strategic communication, especially given how the former has gained importance in organizational contexts. Strategic communication, including rhetorical theory, can offer insights that are invaluable to understand the contests over what “truth” is and how different political perspectives influence such debates. The case of vaccine hesitancy is used as an illustration of the challenges posed to organizations and organizational communication around science-related issues today. There is a need to understand the audience in order to build credibility, or ethos, while at the same time recognizing the contingent and situational character of this endeavor. Findings Rhetoric and strategic communication can offer science communication the essential knowledge to strengthen credibility. While much attention has been geared toward understanding the audience, strategic communication and rhetoric in particular go further and also spell out the strategic implications for communication that is intended to strengthen credibility. Additionally, rhetoric alerts us to how credibility, or ethos, is not a fixed quality in a sender or a text but is situational and constantly negotiated. While the case of vaccine hesitancy and health authorities is used as an illustration, all organizations share the need to somehow have others believe in what they are saying. The toolboxes of strategic communication and rhetoric hold a number of insights and approaches that could benefit science communication. Originality/value The study pulls together insights from rhetoric and strategic communication that can inform science communication.

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References

2015Vaccine hesitancy: Definition, scope and determinants 2009Why We Disagree about Climate Change 1993On Rhetoric: A Theory of Civic Discourse 2014Attitudes to vaccination: A critical review 2011Addressing the vaccine confidence gap 1991Credibility and trust in risk communication 2018Strategic Communication: Defining the Field and its Contribution to Research and Practice 2005Unframing models of public distribution: From rhetorical situation to rhetorical ecologies

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