Through a rhetorical analysis of fragments of language used by United States public health experts, victims, and advocates during the early periods of polio, HIV and COVID-19, this project shows how constitutive rhetoric within infectious disease discourse articulates the subject position of potential victim for different publics. The author finds that the analyzed discourse simultaneously calls forth a negative identity that asks people to not become something and also asks for actions to prevent disease spread – and, in doing so, (...) the awakening of potential victim reveals hegemonic assumptions about whose bodies are valued and whose are not. (shrink)

In recent years, outbreaks such as H1N1 have prompted heightened efforts to manage the risk of infection. These efforts often involve the endorsement of personal responsibility for infection risk, thus reinforcing an individualistic model of public health. Some scholars—for example, Peterson and Lupton —term this model the “new public health.” In this essay, I describe how the focus on personal responsibility for infection risk shapes the promotion of hand hygiene and other forms of illness etiquette. My analysis underscores the use (...) of constitutive and stigmatizing rhetoric to depict individual bodies, rather than environments, as prime sources of infection. Common among workplaces, this rhetoric provides the impetus for encouraging individual behavior change as a hedge against infection risk. I argue, though, that the mandating of personal responsibility for infection risk galvanizes a culture of stigma and blame that may work against the aims of public health. (shrink)