The holistic heresy: strategies of ideological challenge in the medical profession.

Heresy is a neglected term in sociology. Yet insofar as science and the professions demand a conformity to basic concepts of ideology and practice, certain types of dissent may best be described as heresy. In this paper, heretical movements are discussed, and heresy is defined [8. Zito G. V. Social. Anal. 44, 123-130, 1983] as an attempt to challenge an orthodoxy for the right to control a discourse. The difficult position of the heretic as a challenger to an entrenched orthodoxy is described, particularly the attempt of heretics to assert their allegiance to the discourse itself while the orthodoxy attempts to portray them as traitors or apostates. It is argued that a four part strategy is necessary for a successful heretical challenge: the heretic must portray the discourse as in crisis, must provide an alternative ideology to rescue the discourse, must legitimize their ideology through appeal to a reframed historical myth, and must portray the orthodoxy as a betrayer of the discourse. The holistic movement in medicine is used as an exemplar to show how holistic physicians use this four part strategy.