Rhetorical Criticism of the Mass Media

PUBLIC POLICY REGARDING INFANT MORTALITY: RHETORICAL CRITICISM OF THE MASS MEDIA By Joanne Warner Rains Submitted in partial fulfillment of the requirements for the Doctor of Nursing Science Degree in the School of Nursing Indiana University June 1990 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Copyright by Joanne Warner Rains 1990 11 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. The dissertation entitled, "Public Policy Regarding Infant Mortality: Rhetorical Criticism of the Mass Media" is accepted by the faculty of the School of Nursing, Indiana University, partial fulfillment of the requirements for the Doctor of Nursing Science degree. Dissertation Committee _____ ' M ay 8 , 1990 iii Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. PUBLIC POLICY REGARDING INFANT MORTALITY: RHETORICAL CRITICISM OF THE MASS MEDIA A b s tra c t Nurses interested in impacting the formation of policy must understand the multiple factors which influence the process. Mass communication is one important factor because it influences the creation and transmission of political realities. Rhetorical criticism was the methodology used to analyze the persuasive powers of the mass communication, and thereby provide insights into the policy formation process. The purpose of this investigation was to explore the rhetorical strategies of mass communication regarding the issue of infant mortality. The strategies were illuminated within the political context of Indiana’s 1988 and 1989 legislative years, and related to legislative activities surrounding legislation which expanded Medicaid coverage for pregnant women and children (Senate Enrolled Act 449 of 1989 or SEA 449). Seventeen months (January, 1988 to May, 1989) of mass media articles on infant mortality were analyzed for fantasy themes. A fantasy theme is a complete scenario which conveys an interpretation of a segment of the world, and thereby creates social reality. The following four fantasy themes emerged from Indiana’s mass media: the character theme of tiny babies dying needlessly in the arms of an inefficient system, the image theme depicting the capitol city, state and country's shame and foolishness, the action theme of policy makers grappling for their role, and society's misaligned priorities. Two themes emerged from the national mass media: the problem theme showed a complex world thwarting a simple solution, and the solution theme suggesting a caring society could solve the infant mortality crisis. The rhetorical vision which integrated all six themes into one symbolic reality described the paradox of the American Dream. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Interviews of twenty four policy players involved in SEA 449 revealed two fantasy themes, one noting that blame is easier than praise, and the other focusing on uneducated women sitting center stage. A comparison of all themes showed that the media created the issue and expanded infant mortality to a wider public, but the media message was tempered by the strongly-held societal values of self-reliance, individual responsibility, and avoidance of governmental intervention. The methodology of rhetorical criticism was shown to have utility for the nursing profession and for those involved in the policy arena. Approved and accepted by ____________________________________________ Chairperson Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Acknowledgements Thankfulness comes easy at the end of this project. The members of my doctoral dissertation committee provided the right balance of involvement and autonomy to allow my self-discovery and growth. I thank Dr. Beverly Flynn, Chairperson of the committee, for her encouragement and for maintaining a constant presence, even when health issues demanded a physical absence. I thank Dr. Joanne Martin for sharing the insights of Indiana's policy arena and her unwavering commitment for improved health options for women and children. I thank Dr. Keith Semmel for helping me ask the right questions and his inspiration regarding a "done dissertation". I thank Dr. Victoria Champion for her accommodating last-minute leadership and the message that team work is the style of the Community Health Department. I mold myself academically from parts of each of you I a d m ire . Appreciation goes to the policy makers who cooperated with interviews and shared their views of Indiana politics. The role of public servant takes many forms. To those standing in the wings applauding, I smile and thank you. The positive energy received from Arkansas, Larchwood, Boston, Chicago/San Antonio, Sunny Vale, and Oskaloosa was the best gift; I promise you in return what you gave so freely to me. To those at First Friends Meeting, I thank you for helping me keep a right perspective. To the colorful birds in the feeder outside my study, thanks for sharing the solitude of writing. Most importantly, to the special three who share my life journey, all my thanks. For your tolerance and encouragement and love, I am forever indebted. This one is for you. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Table of Contents Page COPYRIGHT.......................................................................................................... ii ACCEPTANCE........................................................................................................ Ill ABSTRACT............................................................................................................. iv ACKNOWLEDGEMENTS....................................................................................... v i LIST OF TABLES AND FIGURES ......................................................................... x C h a p te r 1 INTRODUCTION AND UIERATURE REVIEW .......................................... 1 Justification ................................................................................................. 2 Scope of Rhetoric and Rhetorical Criticism ..................................... 3 Theoretical Framework ........................................................................ 6 Application to Health Policy Arena ....................................................... 7 Review of lite ra tu re ................................................................................... 9 General Nature of Political Communication .................................. 9 The Mass M edia .................................................................................... 11 Political Implications of the Mass Media’s Agenda-Setting . 15 The Issue of Infant Mortality. ............................................................. 19 Methodology .............................................................................................. 21 Purpose and Significance of the Study ............................................ 22 Fantasy Theme Analysis ................................................................... 23 Research Questions ........................................................................... 26 Definition of Terms ............................................................................. 26 Operationalization of the Design ..................................................... 27 limitations ............................................................................................ 31 2 POLITICAL CONTEXT Resources: The People and The L a n d ................................................... 35 The People ............................................................................................. 35 The L a n d ............................................................................................. 44 Sports ........................................................................................................ 45 v i i Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Politics .................................................................................................... 4 8 Political Style ................................................................................... 48 Newspapers .................................................................................... 51 1988 Election ................................................................................... 53 The Players Perspective ........................................................................ 61 Legislative Journey of Senate Bill 449 ............................................ 6 4 Infant Mortality........................................................................................... 71 Scientific Knowledge .............................................................................. 72 Political Knowledge .......................................................................... 79 3 RHETORICAL CRITICISM Fantasy Themes of the Indiana Mass M edia .......................................... 88 Character Theme: Tiny Babies Dying ................................................. 88 Image Theme: City, State and Country’s Shame ........................ 95 Action Theme: Policy Makers Grappling for their Role 97 Society’s Misaligned Priorities ......................................................... 101 Candusians............................................................................................

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