Thesis Format
Monograph
Degree
Master of Health Information Science
Program
Health Information Science
Supervisor
Quan-Haase, Anabel
Abstract
Individuals with polycystic ovary syndrome (PCOS) increasingly seek PCOS information from Instagram influencers as an alternative or complementary source to their physicians. However, ambiguous qualifications of influencers, and conflicting recommendations regarding how to manage symptoms, make it difficult to identify credible sources. We followed a directed qualitative content analysis of 10 PCOS influencers on Instagram to examine the range of strategies that they used to signal credibility. We found that the strategies influencers used relate to the three dimensions of source credibility theory. Additionally, we employed a digital discourse analysis to illustrate how PCOS influencers on Instagram discussed what it means to be healthy with PCOS. We identified the following categories: (a) promote skepticism of conventional medicine, (b) encourage autonomous symptom management, (c) designate themselves as PCOS guides, and, (d) advertise products as solutions. Key insights include a description of how PCOS influencers reference sources and claim to correct misinformation. Cultural underpinnings of healthism were evident in PCOS influencer discourse. The findings from this study have implications for digital health literacy resources, Instagram regulations, and doctor-patient relationships.
Summary for Lay Audience
Polycystic ovary syndrome (PCOS) is a chronic women's health condition with various comorbidities, a complex diagnosis process, and minimal treatment support. Individuals with PCOS often self-educate with information found on social media platforms such as Instagram. Individuals who share PCOS information on Instagram are referred to as PCOS influencers. Oftentimes the PCOS information on Instagram is unreliable. It can be difficult to identify credible influencers on Instagram because credibility is a subjective assessment and various credibility cues can be manipulated. We used a directed qualitative content analysis of 10 PCOS influencers on Instagram to identify the range of strategies that they used to portray credibility. Additionally, using a digital discourse analysis, we illustrated how PCOS influencers on Instagram discussed what it means to be healthy with PCOS. We found that influencers used credibility strategies associated with dimensions of expertise, trustworthiness, attractiveness, and information manipulation. Additionally, the findings of the digital discourse analysis suggest that healthism shapes PCOS influencer discourse. This study has implications for digital health literacy resources, regulations on social media platforms, and doctor-patient relationships. First, the findings from this study suggest that digital health literacy resources need to go beyond identifying the features of a credible source to address how profiles online can manipulate credibility cues. Instagram as a host for health information sources should take further action to provide relevant credibility disclaimers to users. Lastly, the findings from this study can inform doctor-patient relationships by highlighting the persuasive attributes of PCOS influencers that draw PCOS patients to follow their recommendations.
Recommended Citation
Trocchi, Vanessa R., "Health Advice from Instagram Influencers on Polycystic Ovary Syndrome (PCOS): Their Strategies to Establish and Manipulate Credibility" (2024). Electronic Thesis and Dissertation Repository. 10230.
https://ir.lib.uwo.ca/etd/10230
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