Rhetoric of Health and Medicine Dec 2025 Open Access

The Constitution of Individual Rhetorical Agency in a Health Risk Situation: How an influencer is Putting AMR on the Agenda

Dorthea Roe ; Jens Kjeldsen

Abstract

What makes societies see, acknowledge, and constitute an issue as a crisis which should be acted upon? We address this by examining a specific instance of media attention to a creeping health crisis, namely the communication of an individual non-governmental actor, the influencer Ingeborg Senneset. We ask: What is the rhetorical agency of an individual opinion leader (influencer) in a health risk situation such as the creeping AMR-crisis? Our study demonstrates that the rhetorical agency of Senneset as an influencer rests on three interrelated communicative strategies: First, she enacts what we term a multiple ethos implying both the expertise of a professional and the authenticity of an ordinary person; Second, she uses narratives of fear with a rational grounding; Third, she establishes and works rhetorically within a diverse digital ecology where she publishes, posts, and comments on several different platforms, where the different posts and publications reinforce each other.

Journal
Rhetoric of Health and Medicine
Published
2025-12-09
DOI
10.5744/rhm.2025.2868
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Topics
modern rhetorical theory rhetorical criticism argument editorial matter
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