PDF(Pubmed)
Abstract：
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.
摘要：
后现代医学范式在与健康相关的主题的（去）合法化过程中赋予了在线用户权力。通过使用共现分析，这项研究确定了罗马尼亚在线用户在对罗马尼亚政府开展的#storiesfromvaccinationFacebook活动的多模式评论中使用的主题模式。调查结果表明，评论者通过两种主题模式来评估源可信度：“源示例性”和“源不信任”。在COVID-19疫苗接种运动中，健康专家比外行人和榜样更合法化。在疫苗接种评估中出现了两个主题模式，即：“免疫接种-过去和现在的挑战”和“疫苗接种支持者与对手分裂”。在关于免疫的讨论中，对过去的怀旧渴望与当前腐败的医疗和政治制度之间的两极分化盛行，而在后一种主题模式中可以观察到话语拮抗的重要特征。参考政治和医学背景来解释（去）合法化策略的共同发生，以及社交媒体在在线疫苗接种宣传活动中的使用挑战。
