Construction of the social imaginary of alternative therapies through discourse in social networks: case study of the channel “Alternative therapies and natural remedies”
Cabrera, Y. and Roger-Monzó, V. (2019). Construcción del imaginario social de las terapias alternativas a través del discurso en redes sociales: caso de estudio del canal “Terapias alternativas y remedios naturales”. Perspectivas de la Comunicación, 12(1), 79-99.
The objective of this research is to analyze how the social imaginary of natural, complementary and alternative therapies is constructed through its discourse in social networks. For this, the thematic channel “Alternative therapies and natural remedies” of the YouTube platform has been chosen. An analysis of the content of this channel was carried out and synergies were examined with the Facebook page and the website linked to it, in order to determine whether, in addition to contributing to the diffusion of these therapies, there is a different intentionality. The analysis period of the channel has been one year: from July 2017 to July 2018. A sample of 40 videos per year has been selected, ordered according to the number of visualizations, and their common characteristics have been examined in terms of quality, themes, post-production and narrative style. The results show that the channel is used as a platform to transmit content with a favorable stance to this type of treatment. In the same way, the development of a marketing strategy oriented to a lucrative purpose is verified.
Alternative Therapies, Social Networks, Social Imaginary, Marketing.