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

Øyvind Ihlen (Department of Media and Communication, University of Oslo, Oslo, Norway)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 27 May 2020

Issue publication date: 18 August 2020

2149

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.

Keywords

Acknowledgements

This commentary was solely reviewed by the Guest Editor of this special issue.

Citation

Ihlen, Ø. (2020), "Science communication, strategic communication and rhetoric: the case of health authorities, vaccine hesitancy, trust and credibility", Journal of Communication Management, Vol. 24 No. 3, pp. 163-167. https://doi.org/10.1108/JCOM-03-2020-0017

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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