By manipulating fears and conspiratorial suspicions, entrepreneurs promise suffering 'patriots' that by choosing their alternative cures they would win back their liberty and health. Their graphics and apocalyptic narratives necessitate patients to take swift actions.
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.
