| Summary: | Numerous studies have examined health-related YouTube videos, but very few studies have also investigated the health-related discussions taking place in YouTube comment sections. Taking up the topic of chiropractic, a popular form of “alternative medicine”, this study first sought to determine if debates or controversies surrounding chiropractic were present in the comments on popular YouTube chiropractic videos. If debates were present, the goal was then to use iterative coding methods to map out how debates were unfolding by describing the general characteristics of the discussions as well as the arguments used by opposing groups. Lastly, the objective was to determine levels of hostility in the debates. Our results demonstrate that there are debates taking place over the efficacy and legitimacy of chiropractic. Furthermore, while our study maps out a wide variety of arguments and debate characteristics, key findings show that those arguing “for chiropractic” rely primarily on personal anecdotes and simultaneously raise issues with “pills” and the pharmaceutical industry. Those opposing chiropractic primarily argue that chiropractic is not sufficiently supported by evidence or “science” and often provide links to additional literature. Overall, hostility levels are quite low in the debates. With an abundance of perspectives being shared in a wide variety of manners, this study suggests that YouTube constitutes a space where individuals can discuss and debate health-related topics like chiropractic. In addition, it sheds light on the rationale underpinning diverse chiropractic-related perspectives and arguments.
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