Cmeciu Camelia
University of Bucharest, Romania.
Discourse Soc. 2023 May 26;4(5-29):09579265231174793. doi: 10.1177/09579265231174793.
The postmodern medical paradigm has empowered online users in the (de)legitimating process of health-related topics. By employing a co-occurrence analysis, this study identifies the thematic patterns used by Romanian online users in their multimodal comments to the #storiesfromvaccination Facebook campaign run by the Romanian government. The findings show that the commenters assessed source credibility through two thematic patterns: 'source exemplarity' and 'source distrust'. Health experts were more legitimized than laypersons and role models as sources in the COVID-19 vaccination campaign. Two thematic patterns emerged in the assessment of vaccination, namely: 'immunization - past and present challenges' and 'vaccination supporter versus opponent cleavage'. In the discussion on immunization, a polarization between a nostalgic longing for the past and a present corrupted medical and political system prevailed, whereas the important feature of discursive antagonism could be observed in the latter thematic pattern. The co-occurrences of (de)legitimation strategies are explained with reference to the political and medical context, along with the challenges of social media usage in online vaccination communication campaigns.
后现代医学范式在与健康相关主题的（去）合法化过程中赋予了网络用户权力。通过采用共现分析，本研究确定了罗马尼亚网络用户在对罗马尼亚政府开展的#疫苗接种故事脸书活动的多模态评论中所使用的主题模式。研究结果表明，评论者通过两种主题模式评估信息来源的可信度：“来源典范性”和“来源不信任”。在新冠疫苗接种活动中，健康专家作为信息来源比非专业人士和榜样更具合法性。在疫苗接种评估中出现了两种主题模式，即：“免疫——过去和现在的挑战”以及“疫苗接种支持者与反对者的分歧”。在关于免疫的讨论中，对过去的怀旧渴望与当下腐败的医疗和政治体系之间存在两极分化，而在后一种主题模式中可以观察到话语对抗的重要特征。（去）合法化策略的共现结合政治和医疗背景以及在线疫苗接种宣传活动中社交媒体使用的挑战进行了解释。
