ONE OF THE APPEALS OF ALTERNATIVE MEDICINE is that it offers not just an alternative philosophy or an alternative treatment but also an alternative language. If we feel polluted, we are offered a “cleanse.” If we feel inadequate, lacking, we are offered a “supplement.” If we fear toxins, we are offered “detoxification.” If we fear that we are rusting with age, physically oxidizing, we are reassured with “antioxidants.” These are metaphors that address our base anxieties. And what the language of alternative medicine understands is that when we feel bad we want something unambiguously good.
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