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Abstract(s)
This paper examines representations oftraditional healthcarediscourse propagated on social media by a nutritionist called “Dr Mohamed Faid” and othersocial actorsin Morocco.The significant emergence and popularity of traditional healingdiscourseon social media during the upheavals of the pandemicchallengedthe discourse created by thesovereign power in Moroccoand won the hearts of so many social media users.This studyaims at uncoveringthe rules of production and distribution of such online discourse during the Covid-19 pandemicin Morocco. The data collection and analysis werebased on aqualitative approach consisting of grounded theory and multimodal critical discourse analysis. The data wascollected from social media platforms based onthe honeycomb frameworkof social mediaand a three-layer model of data thickening.The data collected wasanalysed following a processof constant comparative analysis for coding and category development. In the same vein, multimodal critical discourse analysis wasused to cater for the semiotic choices,bothlexicaland visual, of the analysed discourses.The results of the study reveal that this discourse of traditional health care draws largely on the religious beliefs of the Muslim community and popular culture and that this discourse may stand in opposition to the scientific discourse or at times be complementary to it.This discourse, as it can be argued, is culturally conservative and can be easily fuelled by conspiracy theories in times of uncertainty, fear,and crisis.
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Keywords
Traditional healing Covid-19 pandemic Social media,health care Morocco
Citation
Publisher
Instituto Superior de Contabilidade e Administração do Porto