Influ-attivismo e salute: un focus sui medici influencer

Abstract

This article investigates the phenomenon of influ-activism within the medical community, focusing on how healthcare professionals leverage social media platforms to advocate for health-related causes. It identifies three ideal types of medical influ-activists: (1) those advocating for science and evidence-based medicine, who use their platforms to counter misinformation and promote the authority of biomedical knowledge; (2) professionals who champion complementary and alternative medicine, often challenging traditional biomedical models in favour of holistic, patient-centred approaches; and (3) those defending marginalized patient groups, who use their visibility to advocate for patient rights and combat health-related stigma. Through a multi-dimensional analysis, the article explores the ways in which these influencers interact with their audiences, employ different strategies of
legitimation, and navigate the complex dynamics of platform visibility and neoliberal logics. The article also raises critical questions about the ethical challenges and risks of commodifying health communication in the digital age, as well as the impact of platform affordances on medical authority and patient engagement.