Vilification and social movements: A case study of pro‐life and pro‐choice rhetoric

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Abstract
Vilification is a rhetorical strategy that discredits adversaries as ungenuine and malevolent advocates. The strategy is pervasive in the rhetoric of pro‐life and pro‐choice movements in Minnesota between 1973 and 1980. Both movements characterize their opponents as elite conspiracies whose influence is based upon misuse of powerful agencies and whose motives are tyrannous and unjust. Vilification strategies construct the enemy as simultaneously powerful and vulnerable, providing urgency, empowerment, reward, and sustained commitment for members of the movement.