LANGUAGE, RHETORIC, AND AIDS - THE ATTITUDES AND STRATEGIES OF KEY AIDS MEDICAL SCIENTISTS AND PHYSICIANS

This article examines the experiences and rhetorical actions of key me dical scientists and physicians who have treated, studied, and written about Acquired Immune Deficiency Syndrome since the beginning of the epidemic. Those First to describe the disease report that the rhetoric al challenge was convincing their audience to accept the novel idea of acquired immune deficiency and to see the cases they described as an emerging medical catastrophe. The biological, social, and linguistic c omplications of AIDS and the failure of traditional treatments forced the professionals interviewed to develop new care practices such as mo re horizontal communication with patients and a holistic view of a pat ient's needs. Responding to the need to educate and persuade peers and the public about appropriate actions in treating and preventing the d isease, these professionals participated in rhetorical action that neg otiated between ''old'' practices and attitudes and ''new'' problems t hat required changes in practice and attitudes.