While doing so they employ a series of means to seem professional yet persecuted scientific though in clandestine. They first raise fears of government collusion with 'Big Pharma.' They then call citizens-cum-patients to protect their liberties from hidden machinations by buying 'hidden' or 'censured' cures. It shows that publishers of such commercials often use a "conspiracist strategy" in two interrelated steps. The present paper adds to those studies by providing a cultural interpretation of commercials for alternative cures. Hofstadter's classic essay "The Paranoid Style in American Politics" opened a floodgate of analyses of fear and conspiracy theories in American culture.
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