Root Canals and Conspiracies: A Social Semiotic Analysis of Digital Narratives on Social Media and the Promotion of Misinformation

<b>Objectives:</b> Narratives related to root canal treatment on social media can be problematic. This research examines discourses relating to root canal treatment on the popular platform Instagram. Through this analysis, the way different health discourses relating to endodontics are being communicated to the public and consumers will be explored. <b>Methods:</b> A search was conducted on Instagram to access consumer-focused information related to root canal treatment. Posts were identified, transcribed to capture the audio component in text form, and watched cyclically, with analytical memos being kept on video content. A social semiotic analysis was conducted on posts to capture the multimodal nature of discourse on endodontics. <b>Results:</b> A total of 100 Instagram posts were included in this study. Two overarching themes were used to structure the analysis of posts: (1) presentation of root canal treatment and (2) presentation of expertise. The majority of posts were negative in tone towards root canal treatment. <b>Conclusions:</b> The variety and nature of the misinformation featured in this research present a complex professional challenge for dentistry. The majority of the posts identified and analysed featured sensationalised explanations of dental disease and treatment processes, blended with inaccuracies, many of which were produced by dentists. Conspiracy discourses relating to root canal treatment were also encountered, which questioned the integrity and intentions of the dental profession.