This article explores the value of rhetorical genre theory for health care and professional communication researchers. The authors outline the conceptual resources emerging from genre theory, specifically ways to conceptualize social context, professional identity formation, and genres as functioning but hierarchical networks, and discuss the way they have used these resources in two separate but complementary health-care studies: a project that documents the ways regulated and regularized resources of the genre of case presentations shape the professional identity formation of medical students and a project that extends this theoretical work to observe that genres, especially policy genres, function to regularize or control other genres and shape the identity formation of midwives in Ontario, Canada. The authors also observe that the implications of rhetorical genre theory have impelled both of these studies to develop an interdisciplinary trajectory that includes members of health-care communities as participating researchers.

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This article develops a rhetorical analysis of how older adults in Canada and the UK engage with civic-moral imperatives of healthy living. The analysis draws on Burke's concepts of 'symbolic hierarchies' and the 'rhetoric of rebirth' to explore how participants discursively negotiate the moralizing framework of self-regulation and self-improvement central to healthy eating discourse, in particular. Working from the premise that healthy eating is a 'principle of perfection' that citizens are encouraged to strive to achieve, the article traces the vocabularies and logical distinctions of 'guilt', 'purification' and 'redemption' in participants' accounts of what healthy eating means to them. This analysis reveals some of the complex, situated and often strategic ways in which they rearticulate and reconfigure the normative imperatives of healthy eating in ways suited to their lived experience and their priorities for health and well-being in older age.

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