Marco Annoni | National Research Council, Institute of Biomedical Technologies
In this paper, we analyze the persuasive effects of conspiracy
theories from a rhetorical and argumentative perspective. In particular, we
scrutinize a case-study – the story of the “Stamina cure” in Italy –,
interpreting it as a particular instance of conspiracy theory. First, we explain
what conspiracy theories are, and why they are relevant within the contemporary
health debate. Second, we situate our analysis in relation to other theoretical
accounts, explaining why a discursive approach may be required to study
conspiracies. Third, we investigate our case-study through the lenses of the
three “entechnic” proofs of rhetoric: logos, ethos, and
pathos. We conclude that a rhetorical approach can shed
significant light on how conspiracies achieve their persuasive effect and it
provides a first step toward the elaboration of a more comprehensive model to
better address the practical and political implications of conspiracy
argumentations.
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