, Volume 22, Issue 3, pp 359–371

Strategic Maneuvering in Direct to Consumer Drug Advertising: A Study in Argumentation Theory and New Institutional Theory



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.


New Institutional Theory Legitimacy Practice DTC advertising Strategic maneuvering 


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Copyright information

© Springer Science+Business Media B.V. 2008

Authors and Affiliations

  1. 1.University of Southern CaliforniaLos AngelesUSA

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