Medicalization's Communicative Infrastructure: Seventy Years of "Brain Chemistry" in the

Medicalization theory aims to delineate how and why non-medical issues become demarcated within the realm of medical jurisdiction. The theory postulates that medicalization is marked by diagnostic naming, medical expertise, technological standardization and the de-contextualization of experiential knowledge, and that it is driven by popular media and lay discourse as much as by the communication of health professionals and medical institutions. Although medicalization has been recognized as an inherently rhetorical act, medicalization theory does not attend to the specific communicative means undergirding its orchestration. Drawing from medicalized