How Noninstitutionalized Policy Innovation Is Justified: A Rhetorical Perspective

The premise of this article is that developing persuasive justification is fundamental to the construction and emergence of policy innovation. Nevertheless, given that policy innovation has been typically treated as given, existing public policy research on innovation says little about the process through which the rationales for innovative policies are established. A rhetorical approach is introduced as a new perspective to illustrate this process. In particular, I focus on the case of happiness indices, which is selected because it represents a noninstitutionalized idea which challenges the incumbent way of measuring social progress by GDP‐related indicators. Rhetorical analysis is then applied to a body of documents advocating this ambitious innovation, through which I reveal five distinct types of legitimation strategies (i.e., logos, authorization, cosmology, scientization, and teleology). These rhetorical strategies are used in a supplementary manner to describe a policy idea—utopian in many people's eyes—as appropriate and desirable. The concluding discussion section highlights the wider implications of the empirical findings.