Pers Project Part 3

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Jenna Doll [email protected] COM 3155-101 Dr. Welsh Executive Summary: My overall persuasive concept plan is to encourage the audience of concerned parents, who want the freedom to choose for their child once properly educated and extensively researched, to view doctors not as the problem, but as the solution. Within the rhetoric of antvaccine individuals, doctors only serve the purpose to profit off of children at the expense of the child’s wellbeing. Within this narrative, doctors want to take away parents freedom to choose, and without parents intervening to protect their children, doctors will choose for them. Parents within the anti-vaccine side believe that as parents, they know their children best, therefore they are capable of doing extensive research and selecting the best medical course of action for their child accordingly. Therefore, I narrowed my plan to focus upon parents need to see themselves as protectors of their children by doing extensive research and choosing what is best for their child. However, by altering parents ideals of research versus actual fact based, credible data as provided by doctors, parents will create new associations to their notion of doctors. Through my plan anti vaccine individuals do not have to give up their freedom to make medical choices for their child, but can shift their process by which they obtain the education and information necessary to make such a serious, life altering decision. If doctors are viewed as an essential resource, which will only further parents education, their input will no longer be seen as intrusive, but instead as immensely beneficial.

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Summary: Should vaccinating your children be mandatory, or simply left up to parents to decide? This controversial subject has been debated on for decades, however became more prevalent after the release of the fraudulent study in 1998 which linked vaccines to autism. Although this study was quickly retracted, it created the mentality that vaccinations can do more harm than good. When in fact, as stated by The Washington Post, “one of the most effective ways to protect the health of Americans has proven to be vaccinations against infectious diseases” (Bump). It has been found that vaccinations can not only prevent disease, but most importantly save children's lives. I would like to alter the sensus communis of the side that stands in opposition to vaccinations for children, anti-vaccine individuals, because although the majority are simply concerned and protective parents, they are potentially placing their children’s lives in danger. Parents have been misinformed and even scared into believing that “opting out” their children from lifesaving immunizations is the better option, when in reality it is that very misconception that is threatening the lives of their children and those around them (Brody). I think that the rhetoric used by anti-vaccine individuals could be altered by framing the message in a manner that encourages parents to best protect their children, by being doing accurate research. The majority of those in opposition to vaccines believe that they know their children best, therefore they should have the freedom to choose for their children. However, with such a life altering choice at hand, many parents aren’t doing enough credible research to equip themselves with the knowledge base to make such decisions, and as a result their children are suffering. By utilizing language that evokes emotion regarding their children’s safety, they could be better persuaded to create new associations in regards to the vaccine debate. 1. Presence:

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Within the vaccination debate, the anti-vaccine side gives presence to parents having the freedom to decide what is best for their child, thus the underlying issue is that they feel their autonomy as parents is being taken from them. Another topic given presence, is that these individuals feel as parents, they are capable and qualified enough to make the best decision for their child’s well-being. Both work together to bring to light that parents are not only possess the freedom to choose for their child, but are also qualified enough to make the right decision in the first place. 2. Memory: Anti-vaccination individuals provide presence to the past by referencing the origin of vaccinations to dismantle their opponents, argument. By remembering the rise of vaccinations, anti-vaccine members are able disprove the claims of their counterparts argument, that vaccines have eradicated diseases, by bringing to light the falsity of “eradication.” Anti-Vaccine individuals incorporate this rhetoric by stating, “Since their implementation, vaccines have not eradicated a single disease. Not even polio” (Heimer). They strategically reference the past to draw attention to the vagueness of vaccines true implications and the staggering accounts of other diseases that have risen as a result. 3. Metaphor:

A metaphorical concept that drives the anti-vaccine message is that parents are the only protectors for their helpless children. Parents have their children’s best interest at hand, however, doctors do not, and as a result will allow for possible dangerous implications to inflict your child. Another metaphor is that parents are research experts, meaning that they possess a proper knowledge base to not only do extensive research on their own, but also interpret and analyze data to reach the best medical decision for their child. Parents must be both protectors

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and research experts to best fight for their children’s safety against vaccinations. 4. Hierarchy: A hierarchy utilized within the anti-vaccine audience is that educated and knowledgeable parents who know what’s best for their children, are better than uneducated individuals who allow doctors to persuade them. This hierarchy stands to emphasize properly educated parents, know what is best, whereas, parents who blindly follow doctor’s recommendations allow their children to be vulnerable to harmful vaccine implications. Likewise, another prevalent hierarchy is the freedom to choose for your child is better than letting doctors choose for your child. This hierarchy stands upon personal freedom within our nation, which supports the notion that to choose for your child is your American right. 5. Drama/Story: The Drama that anti-vaccine individuals live within stars them as concerned parents who want the freedom to choose not to vaccinate their children. Parents live in a world where if they do not actively take part in extensive research and become properly educated, then doctors will choose to vaccinate their children. Vaccinations, within their story, only serve the purpose to benefit doctors and pharmaceutical companies, yet will leave detrimental impacts on children. Conclusion: When attempting to persuade an audience of anti-vaccination members, one must first recognize that the sensus communis that such members possess encompasses the need for parents to protect their children. Parents, if properly educated, know their children better than anyone, therefore they know what is best for them. Children are not able to speak for themselves, nor are they capable of doing the proper research which would supply them with enough knowledge of the implications of vaccines. These individuals believe that all parents should do

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adequate research on their own in order to be as informed as possible and make the best decision for their child. Therefore, if all parents were educated enough, they would understand the falsity that lies behind the pro-vaccination argument and that such propositions are placing their children at risk. With this being said, one might utilize this sensus communis to modify the rhetoric of anti-vaccine individuals by speaking in their terms. Audience members are all concerned parents who believe in extensive research and education, in addition to the freedom of choice, which are qualities that shouldn’t be stripped away. However, unless parents have attended medical school and have had the time to do extensive research, they cannot be complete experts. Therefore, we can shift the audience’s perspective to view doctors as a resource which parents can utilize and rely upon to make the best, most educated decision possible for their children. Persuasive Concept Plan: Summary (Overall Concept or Conceit): Those that are anti-vaccine believe that with extensive background research and education, parents should be capable enough to decide their children’s medical care. They believe that parents know their children best, therefore are better suited, once educated, to choose what is the best course of action for their child. However, I propose that we ask these individuals to create a new connection to their understanding of what it means to do research. When considering becoming educated enough to be deemed qualified to make such life changing medical decisions for their children, parents could shift their focus to individuals who already possess the proper credentials which deem them as child medical experts. These individuals are those who have attended years of medical school, in addition to devoting years of study and credible research specifically to children’s health.

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Who might this child medical experts be? They happen to be Pediatricians. By framing these individuals in a new light, parents will be draw attention to doctors, viewing them not as the problem, but as the solution. Parents want to make the best decision for their children, so instead of assuming doctors want to take their freedom to choose, they could see doctors as credible resources which can help educate them. When parents go to educate themselves, unless they are research experts, they often are not obtaining the most credible, relevant info, which is only misinforming them. Therefore, if being educated is better than being uneducated, parents would view doctors expertise as an essential component to their education. Parents would then connect that the best way to protect their child would be to utilize the knowledge and credibility of doctors’ advice as a vital tool in the fight for their children’s safety.

Plan Elements:

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Presence: Individuals that are anti-vaccinations draw attention to their freedom to

choose the best course of action for their children. They focus upon the importance of parents educating themselves so that they can choose for their child, yet by bringing light to doctors as credible resources, they will change how they go about making their decisions for their children. If doctors are drawn to their attention as essential components of their research and education, they would focus on obtaining credible information free of biased or irrelevant points of view.

Illustrations: 

Parents have the freedom to choose what doctor they want their children to see.

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Doctors can educate and advise parents on what the best choices are for their children.

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Parents can seek the expertise of Doctors to acquire as much credible information possible to make the most educated decision for their child.

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2.

Memory/Myth: Parents often look back to the past to point out the origin of vaccination

which came with danger and failures. However, if we reframe this memory of the past to focus on how the first vaccine began the start of medical advances that were designed, and are now able to protect their children. When referencing the polio vaccine, parents can view it as the platform from which hundreds of vaccines were able to be perfected from. By approaching the history of vaccinations with the immense advancements and progress that have resulted from it in mind, parents can acknowledge the milestones vaccines have overcome to get to where they are today.

Illustrations:

3.

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Since their implementation, vaccines have now saved millions of lives.

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The first vaccine paved the way for vaccination improvements that now today protect and prevent serious or fatal diseases.

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The polio vaccine led to the advancement of many vaccinations which are used to not only keep millions of children safe, but also save their lives.

Metaphor: Parents view themselves as the ultimate protectors of their children, making

them responsible to save their children from danger by making the best decisions. In addition, to holding themselves accountable to be research experts who are capable to determine what is best for their child’s wellbeing. By framing the concept of protection as demanding credible advice, as provided by doctors, parents would utilize doctors as tools to aid them in making the best decisions regarding their children’s health.

Illustrations:

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4.

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Parents can best protect their children from the dangers around them by seeking advice from their doctor as credible resources.

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Parents are responsible for their child’s wellbeing, therefore they must seek the best possible medical care for them.

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Doctors are research experts, therefore, are the best resource to utilize when educating oneself as a parent.

Hierarchy: Parents view that being researched is better than being uneducated, however

if we reframe this to be viewed that doing credible research is better than researching biased information. According to this new alignment parents would want to do accurate research, being that their children’s wellbeing is at stake. Therefore, to receive credible research, parents should seek out doctors, being that they are credible resources. Parents can also reframe their perspective of doctors choosing for them by seeing it as an opportunity for an expert to aide them in utilizing their freedom to choose the best option for their child.

Illustrations:

5.

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Doctors are child medical experts, who can help you as parents choose the best option.

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Research that isn’t credible can be detrimental to your child’s wellbeing, therefore it is imperative to utilize doctors as credible resources.

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By referencing doctors as credible resources, parents are able to be accurately educated which allows them to be capable of making medical decisions for their children.

Drama/Story: If parents are able to remain with a sense of self that promotes the

protection of their children, they are more likely to view the issue in a new light. They will then see doctors’ advice as a means which will help them attain the extensive education required to make medical decisions for their children. Through this frame, doctors will no longer be seen as

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the antagonist, and instead will be seen as the side kick who serves the role of aiding the parent select the best outcome.

Illustrations: 

Parents can best participate in their children’s medical decisions by choosing what doctor they see, and then deciding what option, from those presented to them, to select for their child.

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Parents can view doctor’s recommendations not as a measure to prevent their freedom of choice for their children, but instead as an asset which allows them to choose the best option.

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Parents can do extensive research through the help of their doctor, who as a credible resource can provide accurate and relevant information.

Conclusion:

Each plan provides parents with an alternative manner of approaching the topic of vaccinations through strategic facilitation of each component that alters the sensus communis of concerned parents. Through this guide, parents are encouraged to draw attention to their ability to choose what doctor they seek, in addition to selecting what options they choose from those provided by their doctor. The act of choosing in itself is a luxury that many below the middle class line do not possess, thus parents who can afford to choose should use such opportunities to their advantage and select the best care possible. This view of parental choice puts the issue into a new perspective which promotes parents that have the privilege to choose and receive extensive and credible recommendations to rely on doctors as a resource. When approaching the topic of extensive research, parents can now connect the dots between the difference of biased research that creates misinformation, and credible, expert research as provided by doctors. Parents can identify through this connection that in order to obtain the most accurate and relevant research and education, they must rely upon those who have medical expertise. Thus by

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shifting their perception of doctors from the problem, to the solution, parents will have an easier time choosing doctors recommendations for their children. Therefore, concerned parents will have an altered sensus communis, while still remaining with the same values as before, being the freedom to choose for their child, and doing extensive research which qualifies them to make such decisions, yet see it in a new light.

Appendix: 1. Individuals who are anti-vaccination bring presence to parental choice. 

“Unlike in the United Arab Emirates, in America we believe parents are capable of making their own decisions about their children’s health. We believe in freedom of choice. This freedom of choice extends to when — and even whether— parents vaccinate their kids” (Margulis).

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“You alone will be responsible for treating your child or yourself for these life-long diseases. The decision to vaccinate SHOULD include extensive research to determine if it is right for your family” (Goldstein)

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“Most important is to remember that vaccinations are a medical intervention and procedure which carries tremendous risks, so it is important to educate yourself first, prior to making the decision to go forward”

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“Headlines often include the phrase “anti-vaccine” to describe organizations like Texans for Vaccine Choice, a group that mostly consists of parents of children who chose to vaccinate their kids and were forced to suffer horrific medical consequences” (Veley).

Individuals who are anti-vaccination bring presence to parent expertise 

“In America we believe parents are capable of making their own decisions about their children’s health” (Margulis).

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The decision to vaccinate SHOULD include extensive research to determine if it is right for your family” (Goldstein)

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“so it is important to educate yourself first, prior to making the decision to go forward. Weigh the risks and benefits and be an informed consumer of medical care” (Goldstein)

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“People assume that parents don’t know how to use their brains, so a common tactic used by anti-common sense proponents is to downplay the ingredients and hope that ignorance does the rest. But we’re too smart for that” (Heimer).

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“Some parents haven’t taken the time to research the issue and they are told they are not qualified to do so. They’re told to trust their doctor. But most doctors haven’t read the vaccine package inserts.” (Heiner).

2. Anti-vaccination individuals remember the origin of vaccinations 

“Since their implementation, vaccines have not eradicated a single disease. Not even polio” (Heimer)

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“The history of small pox vaccines demonstrates that the first vaccine resulted in an increase in the disease and created additional serious health consequences including syphilis and deaths” (Goldstein).

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The polio vaccine was another one linked to serious health consequences, including cancer and AIDS. Statistics were manipulated to try and prove this vaccine’s effectiveness. With each new vaccine has come new health damage and created illness” (Goldstein)

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For decades, polio vaccines injected into tens of millions of people actually contained hidden cancer viruses (SV40 and others)” (Adams)

3. Anti-vaccination individuals utilize the metaphorical concept: parents are child protectors 

“You alone will be responsible for treating your child or yourself for these life-long diseases. The decision to vaccinate SHOULD include extensive research to determine if it is right for your family” (Goldstein).

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“Some parents haven’t taken the time to research the issue and they are told they are not qualified to do so. They’re told to trust their doctor. But most doctors haven’t read the vaccine package inserts.” (Heiner).

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“You are on your own to try and regain your health in the event that you are vaccine injured. The expense and suffering is yours alone to face” (Goldstein).

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“Vaccinating a child is like taking a child out of their perfectly functioning car seat and strapping them into a seat with dental floss” (Heiner).

Anti-vaccination individuals utilize the metaphorical concept: parents are research experts 

“The decision to vaccinate SHOULD include extensive research to determine if it is

right for your family” (Goldstein). 

“so it is important to educate yourself first, prior to making the decision to go forward. Weigh the risks and benefits and be an informed consumer of medical care” (Goldstein)

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“Some parents haven’t taken the time to research the issue and they are told they are not qualified to do so. They’re told to trust their doctor. But most doctors haven’t read the vaccine package inserts.” (Heiner).

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“People assume that parents don’t know how to use their brains, so a common tactic used by anti-common sense proponents is to downplay the ingredients and hope that ignorance does the rest. But we’re too smart for that” (Heimer).

4. Anti-vaccination individuals believe that researched parents are better than uneducated parents. 

“Help contribute to a healthier generation by encouraging your community to ask questions and do their own research. And don’t forget to fill out a vaccine exemption form” (Heimer).

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“Like vaccine viral shedding, fear and misinformation spread easily to those who don’t do their own research” (Heimer).

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“Your physician will most likely NOT connect the development of these unnatural disease states with vaccination, whether they occur immediately after vaccinations, several days or months later. You alone will be responsible for treating your child or yourself for these life-long diseases. The decision to vaccinate SHOULD include extensive research to determine if it is right for your family.” (Goldstein).

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“Most important is to remember that vaccinations are a medical intervention and procedure which carries tremendous risks, so it is important to educate yourself first, prior to making the decision to go forward” (Goldstein)

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“Some parents haven’t taken the time to research the issue and they are told they are not qualified to do so. They’re told to trust their doctor. But most doctors haven’t read the vaccine package inserts.” (Heiner).

Anti-vaccination individuals believe that freedom to choose is better than doctors choosing for you. 

“You alone will be responsible for treating your child or yourself for these life-long diseases. The decision to vaccinate SHOULD include extensive research to determine if it is right for your family.” (Goldstein)



“Unlike in the United Arab Emirates, in America we believe parents are capable of making their own decisions about their children’s health. We believe in freedom of choice. This freedom of choice extends to when — and even whether— parents vaccinate their kids” (Margulis).

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“Headlines often include the phrase “anti-vaccine” to describe organizations like Texans for Vaccine Choice, a group that mostly consists of parents of children who chose to vaccinate their kids and were forced to suffer horrific medical consequences” (Veley).

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“Most important is to remember that vaccinations are a medical intervention and procedure which carries tremendous risks, so it is important to educate yourself first, prior to making the decision to go forward” (Goldstein).

5. Drama One: Parents live in a world which demands they either do extensive research and choose not to vaccinate their children, or allow doctors to decide for them and vaccinate their children. Scene: Parents need to be educated to choose against vaccinating their children. 

“Help contribute to a healthier generation by encouraging your community to ask questions and do their own research. And don’t forget to fill out a vaccine exemption form” (Heimer).

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“Some parents haven’t taken the time to research the issue and they are told they are not qualified to do so. They’re told to trust their doctor. But most doctors haven’t read the vaccine package inserts.” (Heimer).

Act: Parents are choosing not to vaccinate their children because they are educated. 

“We believe in freedom of choice. This freedom of choice extends to when — and even whether— parents vaccinate their kids” (Margulis).

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The decision to vaccinate SHOULD include extensive research to determine if it is right for your family.” (Goldstein)

Primary Agent: An informed and concerned parent who wants the freedom to choose for their child. 

“We believe in freedom of choice. This freedom of choice extends to when — and even whether— parents vaccinate their kids” (Margulis).

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“The decision to vaccinate SHOULD include extensive research to determine if it is right for your family.” (Goldstein)

Agency: Parent’s do extensive research and educate themselves 

“The decision to vaccinate SHOULD include extensive research to determine if it is right for your family.” (Goldstein).

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“Most important is to remember that vaccinations are a medical intervention and procedure which carries tremendous risks, so it is important to educate yourself first, prior to making the decision to go forward” (Goldstein)

Purpose: If educated, parents feel it is better to choose for your child than having doctors choose for them. 

“You alone will be responsible for treating your child or yourself for these lifelong diseases. The decision to vaccinate SHOULD include extensive research to determine if it is right for your family.” (Goldstein)

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“Some parents haven’t taken the time to research the issue and they are told they are not qualified to do so. They’re told to trust their doctor. But most doctors haven’t read the vaccine package inserts.” (Heiner).

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Works Cited: Adams, Mike. “10 Outrageous (but True) Facts about Vaccines the CDC and the Vaccine Industry Don't Want You to Know.” NaturalNews, 11 Sept. 2013, www.naturalnews.com/042012_vaccine_facts_vaccine-damaged_children_CDC.html. Goldstein, Michelle. “Your Child. Your Choice.” VacTruth.com, 13 Dec. 2014, https://vactruth.com/2014/12/12/10-reasons-not-to-vaccinate/. Heimer, Megan. “Vaccines Don’t Work. Here Are the Facts.” Living Whole, 5 Jan. 2015, www.livingwhole.org/vaccines-dont-work-here-are-the-facts/. Margulis, Jennifer. “The New York Times Company.” The New York Times, The New York Times, 23 Mar. 2014, www.nytimes.com/roomfordebate/2014/03/23/makingvaccination-mandatory-for-all-children/parents-deserve-to-have-a-choice-aboutvaccination. Veley, Jason. “How the Fake News Media Demonizes and Attacks All Those Concerned about the Damaging Side Effects of Vaccines on Children.” Vaccines News, 31 Mar. 2018, www.vaccines.news/2018-03-21-how-the-fake-news-media-demonizes-thoseconcerned-about-side-effects-of-vaccines.html.