{"title":"他们的想法:社区合理性、战略行动领域和奥施康定的启动计划","authors":"Michael J. Madson","doi":"10.55177/tc749689","DOIUrl":null,"url":null,"abstract":"Purpose: Few studies in our field have investigated corporate communications at the origins of the United States opioid crisis, which arguably began around the mid-1990s. Such analyses can illuminate executives and managers' collective thinking at the time (that is, \"communal\n rationality\"), nuance our public narratives, and recommend ways that technical communicators can engage further with this public health tragedy. Thus, this article surfaces the communal rationality expressed in the launch plan for OxyContin, which I obtained through a Freedom of Information\n Act request. This is perhaps the first close reading of a pharmaceutical launch plan in our scholarly literature. Method: Following precedent in other research, I applied a three-point heuristic based on the concept of strategic action fields: what is going on and what is at stake,\n what interpretive frames are constructed, and what the rules of the game are. Results: The communal rationality expressed in the launch plan involves a complex tangle of cultural knowledge, including state and national laws, guidelines, classes of analgesics, and industry practices.\n The writers effectively translate this knowledge into opportunities, positioning statements, strategies, and tactics. Conclusion: In some ways, the launch plan is an exemplary piece of technical and professional communication, but its treatment of ethics and risk is highly problematic—arguably\n making it an example of communication failure as well. Future research should delve deeper into the opioid crisis, exploring additional promotions, genres, drugs, and methodologies.","PeriodicalId":46338,"journal":{"name":"Technical Communication","volume":null,"pages":null},"PeriodicalIF":1.5000,"publicationDate":"2023-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"What They Were Thinking: Communal Rationality, Strategic Action Fields, and the Launch Plan for Oxycontin\",\"authors\":\"Michael J. Madson\",\"doi\":\"10.55177/tc749689\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose: Few studies in our field have investigated corporate communications at the origins of the United States opioid crisis, which arguably began around the mid-1990s. Such analyses can illuminate executives and managers' collective thinking at the time (that is, \\\"communal\\n rationality\\\"), nuance our public narratives, and recommend ways that technical communicators can engage further with this public health tragedy. Thus, this article surfaces the communal rationality expressed in the launch plan for OxyContin, which I obtained through a Freedom of Information\\n Act request. This is perhaps the first close reading of a pharmaceutical launch plan in our scholarly literature. Method: Following precedent in other research, I applied a three-point heuristic based on the concept of strategic action fields: what is going on and what is at stake,\\n what interpretive frames are constructed, and what the rules of the game are. Results: The communal rationality expressed in the launch plan involves a complex tangle of cultural knowledge, including state and national laws, guidelines, classes of analgesics, and industry practices.\\n The writers effectively translate this knowledge into opportunities, positioning statements, strategies, and tactics. Conclusion: In some ways, the launch plan is an exemplary piece of technical and professional communication, but its treatment of ethics and risk is highly problematic—arguably\\n making it an example of communication failure as well. Future research should delve deeper into the opioid crisis, exploring additional promotions, genres, drugs, and methodologies.\",\"PeriodicalId\":46338,\"journal\":{\"name\":\"Technical Communication\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.5000,\"publicationDate\":\"2023-05-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Technical Communication\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.55177/tc749689\",\"RegionNum\":4,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Technical Communication","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.55177/tc749689","RegionNum":4,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
What They Were Thinking: Communal Rationality, Strategic Action Fields, and the Launch Plan for Oxycontin
Purpose: Few studies in our field have investigated corporate communications at the origins of the United States opioid crisis, which arguably began around the mid-1990s. Such analyses can illuminate executives and managers' collective thinking at the time (that is, "communal
rationality"), nuance our public narratives, and recommend ways that technical communicators can engage further with this public health tragedy. Thus, this article surfaces the communal rationality expressed in the launch plan for OxyContin, which I obtained through a Freedom of Information
Act request. This is perhaps the first close reading of a pharmaceutical launch plan in our scholarly literature. Method: Following precedent in other research, I applied a three-point heuristic based on the concept of strategic action fields: what is going on and what is at stake,
what interpretive frames are constructed, and what the rules of the game are. Results: The communal rationality expressed in the launch plan involves a complex tangle of cultural knowledge, including state and national laws, guidelines, classes of analgesics, and industry practices.
The writers effectively translate this knowledge into opportunities, positioning statements, strategies, and tactics. Conclusion: In some ways, the launch plan is an exemplary piece of technical and professional communication, but its treatment of ethics and risk is highly problematic—arguably
making it an example of communication failure as well. Future research should delve deeper into the opioid crisis, exploring additional promotions, genres, drugs, and methodologies.