Optometry and ophthalmology have often clashed over scope-of-practice issues. Optometry has won many of these battles and has significantly increased its professional power. While many researchers have analyzed methods of professional empowerment, even in eye care, this study specifically investigates how rhetorical strategies in a field’s professional texts might influence that empowerment. Optometry mobilized itself and elevated its professional status in part through a successful rhetorical campaign beginning in the 1960s. A rhetorical analysis of optometric texts from the 1960s and 1970s reveals (1) the regular use of agonistic, martial rhetoric and (2) not only more serious content but also more serious rhetoric, serving to upgrade the field’s scientific credibility. Through this rhetorical strategy, viewed through Burke’s ideas about rhetoric’s role in identity and division, optometrists constructed an image of medicine as an antagonistic other and used it to unify their members and convince politicians, health providers, and the public that they were qualified for heightened professional responsibilities.
Article Stirs W.Virginia controversy. 1976. The Optical Journal and Review of Optometry113 (10): 24.
2.
Abbott, A.1988. The system of professions: An essay on the division of expert labor. Chicago: University of Chicago Press.
3.
Agar, M.1996. The professional stranger: An informal introduction to ethnography. 2nd ed.New York: Academic Press.
4.
American Medical Association. 1968. AMA statement. Optical Journal and Review of Optometry105 (2): 50.
5.
Bazerman, C.1988. Shaping written knowledge: The genre and activity of the experimental article in science. Madison: University of Wisconsin Press.
6.
Bazerman, C.1991. How natural philosophers can cooperate. In Textual dynamics of the professions, edited by C. Bazerman and J. Paradis, 13-44. Madison: University of Wisconsin Press.
7.
Begun, J., and R. Lippincott. 1987. The origins and resolution of interoccupational conflict. Work and Occupations14 (3): 368-386.
8.
Begun, J., and R. Lippincott. 1993. Strategic adaptation in the health professions: Meeting the challenges of change. San Francisco: Jossey-Bass.
9.
Bizzell, P., and B. Herzberg, eds. 1990. The rhetorical tradition: Readings from classical times to the present. Boston: Bedford.
10.
Book reviews. 1969. Journal of the American Optometric Association4 (4): 435.
11.
Brown, J.1986. Professional language: Words that succeed. Radical History Review34:33-51.
12.
Buchner, E.1976. ... and con. The Optical Journal and Review of Optometry113 (4): 8.
13.
Burke, K.1962. A grammar of motives. Cleveland, OH: World Publishing.
14.
Burke, K.1969. A rhetoric of motives. Berkeley: University of California Press.
15.
Byrne, J.2002. Lawsuit against Wisconsin ODs dismissed after 2 years. Primary Care Optometry News7 (11): 8.
16.
Byrne, J.2003. States make legislative progress toward oral, laser privileges. Primary Care Optometry News8 (5): 6.
17.
Catania, L.2004. Optometrists should not be performing invasive surgery. Primary Care Optometry News9 (12): 7.
18.
Cavallerano, A.1996. ICSC does not always heal itself, should be closely monitored. Primary Care Optometry News1 (1): 35.
19.
Code of Virginia: Board of Optometry. 2002. http://www.dhp.state.va.us/optometry/leg/Chapter%252032.doc.
20.
Croes, K.1996. Despite a likely nasty battle, ODs may end up doing PRK. Primary Care Optometry News1 (1): 5.
21.
Debolt, M.1969. Statement. Journal of the American Optometric Association40 (5): 494.
22.
DePaolis, M.1996. Let us help you prepare your practice for changing times. Primary Care Optometry News1 (1): 5.
23.
Detweiler, J., and C. Peyton. 1999. Defining occupations: A chronotopic study of narrative genres in a health discipline’s emergence. Written Communication16:412-468.
24.
Dupuis, S.1969. Statement. Journal of the American Optometric Association40 (5): 495.
25.
Eger, M.1968. A new threat to optometric law. Journal of the American Optometric Association39 (1): 27-28.
26.
Eger, M.1969a. The Airlie House Conference. Journal of the American Optometric Association40 (4): 429-431.
27.
Eger, M.1969b. If you’re not part of the solution, you’re part of the problem: The voice of optometry. Journal of the American Optometric Association40 (5): 477.
28.
Eichhorst, T.1970. The journal. Journal of the American Optometric Association41 (1): 12.
29.
Forsyth, P., and T. Danisiewicz. 1985. Toward a theory of professionalization. Work and Occupation12:59-76.
30.
Founders of modern optometry apply lessons of past to future. 1997. Primary Care Optometry News2 (3): 27-30.
31.
Gaddie, I., and D. Bennett. 1998. Cystoid macular edema associated with the use of latanoprost. Journal of the American Optometric Association69 (2): 122-128.
32.
Geertz, C.1975. The interpretation of cultures. New York: Basic Books.
33.
Gregg, J.1965. The story of optometry. New York: Ronald.
34.
Halpern, S.1992. Dynamics of professional control: Internal coalitions and cross-professional boundaries. American Journal of Sociology97:994-1021.
35.
Hedlund, R.1969. Statement. Journal of the American Optometric Association40 (5): 495.
36.
Hopping, R.1969. Facing the issues. Journal of the American Optometric Association40 (5): 506-509.
37.
Kelly, C.1976. The mouse that roars—or squeaks?The Optical Journal and Review of Optometry113 (5): 33-35.
38.
Larson, M.1977. The rise of professionalism: A sociological analysis. Berkeley: University of California Press.
39.
Legislative victories in Nebraska, Oklahoma.1998. Primary Care Optometry News3 (4):1, 7.
40.
McCall, J.2004. Optometry must retain its autonomy. Primary Care Optometry News9 (12):6.
41.
Moran, M., and E. Alexander. 1997. Technology, American democracy and health care. British Journal of Political Science27 (4): 573-594.
42.
Morewitz, B.1970. Preface to the future. Journal of the American Optometric Association41 (1): 34.
43.
New Jersey Optometric Association. 2003. Use of optometric physician term. http://www.eyecare.org/legal/njsbo/optfizag.html.
44.
Normole, E.2003. History of optometry in its right to refract. Professional Opticians of Florida. http://www.pof.org/refract.htm.
Our new design. 1977. The Optical Journal and Review of Optometry114 (5): 8.
47.
Pollack, P.1955. Opportunities in optometry and optics. New York: Vocational Guidance Manuals.
48.
Shannon, B.1969. Statement. Journal of the American Optometric Association40 (5): 494.
49.
Snowden, C.1972. A bright future built on a strong present. Journal of the American Optometric Association43 (4): 435.
50.
Stevens, F., F. van der Horst, F. Nijhuis, and S. Bours. 2000. The division of labour in vision care: Professional competence in a system of professions. Sociology of Health and Illness22 (4): 431-452.
51.
Warnock, S.1996a. Judge rules Idaho optometry board cannot authorize optometrists to perform PRK. Primary Care Optometry News1 (10): 1, 6.
52.
Warnock, S.1996b. Three Idaho ODs perform photorefractive keratectomy. Primary Care Optometry News1 (3): 1, 9.
53.
Wells, S.1996. Roguecops and healthcare: What do we want from public writing?College Composition and Communication47 (3): 325-341.
54.
Wheeler, M., and G. Morris. 2002. A note on maneuvering in war and negotiation. Harvard Business Online, 16 January.
